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master's thesis
Proces brendiranja u automobilskoj industriji
2018. urn:nbn:hr:162:426766
Labus, Ante
University of Zadar
Department of Economics

Cite this document

Labus, A. (2018). Proces brendiranja u automobilskoj industriji (Master's thesis). Zadar: University of Zadar. Retrieved from https://urn.nsk.hr/urn:nbn:hr:162:426766

Labus, Ante. "Proces brendiranja u automobilskoj industriji." Master's thesis, University of Zadar, 2018. https://urn.nsk.hr/urn:nbn:hr:162:426766

Labus, Ante. "Proces brendiranja u automobilskoj industriji." Master's thesis, University of Zadar, 2018. https://urn.nsk.hr/urn:nbn:hr:162:426766

Labus, A. (2018). 'Proces brendiranja u automobilskoj industriji', Master's thesis, University of Zadar, accessed 20 December 2024, https://urn.nsk.hr/urn:nbn:hr:162:426766

Labus A. Proces brendiranja u automobilskoj industriji [Master's thesis]. Zadar: University of Zadar; 2018 [cited 2024 December 20] Available at: https://urn.nsk.hr/urn:nbn:hr:162:426766

A. Labus, "Proces brendiranja u automobilskoj industriji", Master's thesis, University of Zadar, Zadar, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:162:426766

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Metadata
TitleProces brendiranja u automobilskoj industriji
Title (english)Abstract – Branding Process in Automobile Industry
AuthorAnte Labus
MentorAleksandra Krajnović (mentor)
Committee memberAleksandra Krajnović (predsjednik povjerenstva)
Committee memberIvica Zdrilić (član povjerenstva)
Committee memberAnte Panjkota (član povjerenstva)
GranterUniversity of Zadar
(Department of Economics)
Zadar
Defense date and country2018-09-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom je radu istražen proces brendiranja u automobilskoj industriji, kreiranje lojalnih kupaca i održavanje odnosa s njima u tom sektoru. U današnje vrijeme razvoj održivog brenda postao je prioritet svake kompanije i njenog marketinškog odjela. Ono podrazumijeva kreiranje i primjenu svih aktivnosti marketinga kako bi se izgradili snažni, kvalitetni i održivi brendovi, a sve s ciljem maksimalizacije njihove vrijednosti. Kako je brendiranje iznimno razgranat proces u kojemu se donose brojne odluke i strategije predmet istraživanja ovog rada su i svi oni principi koji se preporučuju prilikom izgradnje uspješnog brenda. Automobilska industrija jedna je od najvećih i najvažnijih industrija u svijetu, a automobilske se kompanije ubrajaju među najsnažnije i najveće svjetske kompanije. Specifičnost automobilske industrije je što svake godine bilježi sve veći napredak. U kratkom vremenu modeli postaju zastarjeli i zamijenjeni automobilima koji imaju nove karakteristike, funkcije i dizajn. Budući da brend sam po sebi nije dovoljan da poluči neki značajniji uspjeh, u radu je istražena i uloga kupaca odnosno razvoj programa lojalnosti kako bi se uspostavili dugoročni odnosi s istima. Kako stupanj zadovoljstva ostvaren prilikom prve kupovine utječe na odluku o ponovnoj kupnji istražene su i aktivnosti brenda u stvaranju lojalnosti kupca nakon procesa kupnje (CRM).
Abstract (english)
This paper will explore the process of branding in the automotive industry, creating loyal customers and maintaining relationships with them. Nowadays, sustainable development has become a priority for every company and its marketing department. It implies creating and applying all marketing activities to build strong, quality and sustainable brands, all with a objective to maximizing their value. Since branding is an extremely branched process that brings numerous decisions and strategies, the subject of research in this paper are all the principles that are recommended in building a successful brand. The car industry is one of the largest and most important industries in the world, and automotive companies are among the most powerful and largest companies in the world. The specificity of the automotive industry is increasing every year. In a short time models become obsolete cars that have new features, functions and design. Since the brand itself is not sufficient to reach some significant successes, in this paper it is also explored the role of the buyers or the development of loyalty programs to establish long-term relationships with them. As the degree of satisfaction is achieved during the first purchase affected the decision to repurchase, the activities within the buyer's loyalty after the purchase (CRM) were also explored.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:162:426766
Study programmeTitle: Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2018-11-06 10:34:52