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master's thesis
Korištenje slavnih osoba u oglašavanju i njihova uloga u stvaranju lojalnosti marki
2019. urn:nbn:hr:122:312171
Pavlović, Sanjica
University North
University centre Varaždin
Department of Business Economics

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Pavlović, S. (2019). Korištenje slavnih osoba u oglašavanju i njihova uloga u stvaranju lojalnosti marki (Master's thesis). Koprivnica: University North. Retrieved from https://urn.nsk.hr/urn:nbn:hr:122:312171

Pavlović, Sanjica. "Korištenje slavnih osoba u oglašavanju i njihova uloga u stvaranju lojalnosti marki." Master's thesis, University North, 2019. https://urn.nsk.hr/urn:nbn:hr:122:312171

Pavlović, Sanjica. "Korištenje slavnih osoba u oglašavanju i njihova uloga u stvaranju lojalnosti marki." Master's thesis, University North, 2019. https://urn.nsk.hr/urn:nbn:hr:122:312171

Pavlović, S. (2019). 'Korištenje slavnih osoba u oglašavanju i njihova uloga u stvaranju lojalnosti marki', Master's thesis, University North, accessed 14 November 2024, https://urn.nsk.hr/urn:nbn:hr:122:312171

Pavlović S. Korištenje slavnih osoba u oglašavanju i njihova uloga u stvaranju lojalnosti marki [Master's thesis]. Koprivnica: University North; 2019 [cited 2024 November 14] Available at: https://urn.nsk.hr/urn:nbn:hr:122:312171

S. Pavlović, "Korištenje slavnih osoba u oglašavanju i njihova uloga u stvaranju lojalnosti marki", Master's thesis, University North, Koprivnica, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:122:312171

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Metadata
TitleKorištenje slavnih osoba u oglašavanju i njihova uloga u stvaranju lojalnosti marki
Title (english)The use of celebrities in advertising and their role in creating brand loyalty
AuthorSanjica Pavlović
MentorDijana Vuković (mentor)
Committee memberAnte Rončević (predsjednik povjerenstva)
Committee memberIgor Klopotan (član povjerenstva)
Committee memberDijana Vuković (član povjerenstva)
GranterUniversity North
(University centre Varaždin)
(Department of Business Economics)
Koprivnica
Defense date and country2019-04-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Cilj ovog istraživanja je na temelju prikupljenih podataka putem primarnog te sekundarnog istraživanja, dobiti uvid u lojalnost potrošača na tržištu prema utjecaju slavnih osoba i marki. Istraživanje također obuhvaća pojmovnu važnost marke te odnos potrošača prema markama i slavne osobe u oglašavanju. Marka je prepoznatljiva oznaka ili ime nekog proizvoda i usluga, koji se uvijek smatraju kvalitetnim. Slavne osobe postale su neizostavan atribut u suvremenom oglašavanju i distribuciji maraka, odnosno brendova na tržištu. Investiranje u oglašavanje putem novih medija i društvenih mreža postalo je obavezni dio u marketinškoj komunikaciji.
Abstract (english)
The aim of this research is to gain insight into the loyalty of customers on the market, as influenced by celebrities and brands, on the basis of collected data and primary and secondary research. The research also encompasses the notional significance of a brand, as well as the attitude of consumers towards brands and celebrities in advertising.A brand is a recognisable designation or name of a high-quality product or service. Celebrities have become an indispensable asset in the modern advertising and distribution of brands on the market. Investing in advertising via new media and social networks has become derigueur in marketing communication.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:122:312171
Study programmeTitle: Business Economics; specializations in: Tourism and International Trade
Course: Tourism and International Trade
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2019-05-08 12:19:12