Povezanost vizualnog identiteta hrvatskih brendova čokolade i udjela na tržištu

master's thesis

• Title (english): The Relationship between Visual Identity of Croatian Chocolate Brands and Their Market Position
• Author: Senka Švraka
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dražen Lalić (član povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Strategic Communication); Zagreb
• Defense date and country: 2019-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Cilj ovog istraživanja jest povezati vizualne identitete hrvatskih brendova čokolade i udjela na tržištu. Problem istraživanja je utvrđivanje postoji li povezanost između vizualnih identiteta hrvatskih brendova čokolade i položaju na tržištu temeljem percepcije potrošača koji konzumiraju i/ili svakodnevno susreću hrvatske brendove čokolade, te utvrditi postoji li razlika u stavovima s obzirom na spol. Velika raznolikost ponude unutar konditorske industrije u Hrvatskoj, stvorila je povoljan okvir za proučavanje vizualnog identiteta brendova čokolade. U Republici Hrvatskoj do sada nije provedeno istraživanje percepcije vizualnih identiteta brendova čokolade niti je povezano s položajem na tržištu, stoga je ovo istraživanje relevantno za napredak grane odnosa s javnošću, a to je vođenje i upravljanje brendovima (brand management). Empirijsko istraživanje provedeno je anketnim upitnikom na slučajno odabranim potrošačima. Rezultati empirijskog istraživanja ukazuju da postoji povezanost između percepcije vizualnih identiteta hrvatskih brendova čokolade i udjela na tržištu. Temeljem percepcije potrošača zaključujemo kako potrošači koji konzumiraju i/ili se svakodnevno susreću s brendovima ne mogu u potpunosti točno stvoriti dugoročno pamćenje logotipa. Poseban naglasak stavlja se na faktore koji svojom pojavom mogu utjecati na intenzitet stvaranja dugoročnog pamćenja logotipa.

Abstract (english)

The aim of this graduate thesis is to relate the visual identity of Croatian chocolate brands and their market position. The main research problem has been to determine whether there is a connection between the visual identity of Croatian chocolate brands and their market position based on the attitudes of consumers which are consuming and/or daily encountering them, and to determine how these consumers attitudes are different according to sex. The wide offers diversity within the confectionery industry in Croatia, has created a favorable framework for studying the visual identity of chocolate brands. In the Republic of Croatia, there is not a study of reception of visual identity chocolate brands, nor it has been related to the market position, so this empirical research is a relevant for the advancement of the Public Relations part, namely brand management. Empirical research was conducted by questionnaire on randomly selected consumers. The results of empirical studies suggest that there is the relationship between visual identity of Croatian chocolate brands and their market position. Based on consumer attitudes, we conclude that they, who consume and/or are daily in the interaction with brands, can not fully accurately make long-term memory of brand’s logos. It places emphasis on the factors that may affect the intensity of creating a long-term memory of brand’s logo, such as human, structural and cultural factors.

• Keywords: odnosi s javnošću; brendovi; vizualni identitet; Kraš d.d.; čokolada; Republika Hrvatska
• Keywords (english): public relations; brands; visual identity; Kraš d.d.; chocolate; the Republic of Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:114:817178
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2019-11-27 13:44:04