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master's thesis
USPOREDBA LOJALNOSTI MARKI ODJEĆE KOD MLADIH
2019. urn:nbn:hr:180:872522
Barić, Jelena
Zagreb School of Business

Cite this document

Barić, J. (2019). USPOREDBA LOJALNOSTI MARKI ODJEĆE KOD MLADIH (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:872522

Barić, Jelena. "USPOREDBA LOJALNOSTI MARKI ODJEĆE KOD MLADIH." Master's thesis, Zagreb School of Business, 2019. https://urn.nsk.hr/urn:nbn:hr:180:872522

Barić, Jelena. "USPOREDBA LOJALNOSTI MARKI ODJEĆE KOD MLADIH." Master's thesis, Zagreb School of Business, 2019. https://urn.nsk.hr/urn:nbn:hr:180:872522

Barić, J. (2019). 'USPOREDBA LOJALNOSTI MARKI ODJEĆE KOD MLADIH', Master's thesis, Zagreb School of Business, accessed 15 April 2024, https://urn.nsk.hr/urn:nbn:hr:180:872522

Barić J. USPOREDBA LOJALNOSTI MARKI ODJEĆE KOD MLADIH [Master's thesis]. Zagreb: Zagreb School of Business; 2019 [cited 2024 April 15] Available at: https://urn.nsk.hr/urn:nbn:hr:180:872522

J. Barić, "USPOREDBA LOJALNOSTI MARKI ODJEĆE KOD MLADIH", Master's thesis, Zagreb School of Business, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:180:872522

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Metadata
TitleUSPOREDBA LOJALNOSTI MARKI ODJEĆE KOD MLADIH
Title (english)Comparison of clothing brand loyalty among young people
AuthorJelena Barić
MentorPredrag Čudina (mentor)
Committee memberŽeljka Zavišić (predsjednik povjerenstva)
Committee memberNeven Šipić (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2019-10-14, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tema ovog rada je „Usporedba lojalnosti marki odjeće kod mladih“ kroz koji će biti razrađen odnos mladih prema markama. S obzirom na nove generacije, koje žive u digitalnom dobu te vremenski period koji provode na društvenim mrežama, može se vidjeti dakako velik utjecaj na njihov odabir. Popularne osobe na društvenim mrežama, takozvani Influenceri, imaju doista velik utjecaj na mlade. Kako na njihovo ponašanja, tako i na način odijevanja. Stoga je nekad dovoljna jedna objava na društvenim mrežama, kako bi doslovno „poludjeli“ za nekim komadom odjeće. Temeljni cilj ovog istraživanja je utvrditi preferencije mladih prilikom odabira modne marke te što utječe na njihovu lojalnost prema modnoj marki.
Abstract (english)
The theme of this paper is "Comparison of clothing brand loyalty among young people" through which the relationship of young people to brands will be elaborated. Given the new generations living in the digital age and the amount of time they spend on social networks, it can be seen as a big influence on their selection. Popular people on social networks, the so-called Influencers, have a really big influence on young people. Both in their behavior and in their way of dress. Therefore, one post on social networks is sometimes enough to literally “go crazy” for a piece of clothing. The basic aim of this research is to determine the preferences of young people when choosing a fashion brand and what influences their loyalty to a fashion brand.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:872522
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: Stručni/a specijalist/ica marketinga i komunikacija (Stručni/a specijalist/ica marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-12-03 09:58:38