undergraduate thesis
Brand as a communication agent
Effects on consumers

Elizabeta Šulentić (2016)
Sveučilište Sjever
Sveučilišni centar Varaždin
Odjel za multimediju, oblikovanje i primjenu
Metadata
TitleMarka kao sredstvo komunikacije : Utjecaj na potrošače
AuthorElizabeta Šulentić
Mentor(s)Darijo Čerepinko (thesis advisor)
Abstract
Pojam marke postoji već stoljećima i premda je u početku njezin osnovni cilj bila identifikacija proizvoda, danas razvojem marketinga marka je postala vrlo važno sredstvo komunikacije. Uloga marke je usmjeriti pozornost na proizvod koji ima sposobnost podmiriti određene potrebe potrošača. Marka proizvoda koristi se za komuniciranje s potrošačima u svrhu diferencijacije od konkurenata i zadovoljenja potrošačevih želja i zahtjeva. U istraživačkom dijelu rada korištene su metode anketnog upitnika čiji cilj je istražiti odnos između marke i potrošača zavisno o dobnoj varijabli. Kako marka komunicira s potrošačima pojedinih dobnih skupina i koje su ključne razlike te komunikacije zavisno o dobnoj skupini.
Keywordsthe brand identification marketing communication medium the consumer differentiation
Parallel title (English)Brand as a communication agent : Effects on consumers
Committee MembersMario Periša (committee chairperson)
Robert Geček (committee member)
Darijo Čerepinko (committee member)
GranterSveučilište Sjever
Lower level organizational unitsSveučilišni centar Varaždin
Odjel za multimediju, oblikovanje i primjenu
PlaceKoprivnica
StateCroatia
Scientific field, discipline, subdisciplineTECHNICAL SCIENCES
Graphic Technology
Processes of Graphic Reproduction
Study programme typeprofessional
Study levelundergraduate
Study programmeGraphical Studies: Multimedia, Design and Application
Academic title abbreviationbacc. ing. techn. graph.
Genreundergraduate thesis
Language Croatian
Defense date2016-10-28
Parallel abstract (English)
The concept of brand exists for centuries. At the beginning its main aim was product identification, but today with marketing evolution brand has become one of the main communication medium. The function of brands is to convince the customer to pay attention on the values of the product. We can describe brand like a communication medium between manufacturers and consumers which purpose is a distinction among entities that may satisfy a consumer's need. In the research section of the final work I used the questionnaire method which aim was research of the relationship between a brand and consumers depending on age group and the main differences of that relationship depending on age group.
Parallel keywords (Croatian)marka identifikacija marketing sredstvo komunikacije potrošač diferencijacija
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:122:548459
CommitterJasna Kosić