Veganstvo kao brend - studija slučaja celebrity vegana

master's thesis

• Title (english): Veganism as a Brand: A Case Study of Celebrity Vegans
• Author: Gabriela Sliško
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Veganstvo je stil života poznat još od davnih dana, a u današnje doba ono je postalo trend koji ne nestaje, već bilježi stalni porast. Iza veganstva stoje jasno artikulirana načela i vjerovanja koja čine njegov identitet, a koji mu je omogućio vjerodostojnu osnovu da postane brend kojeg sve više ljudi prati jer vjeruju da će ne konzumacijom životinjskih proizvoda bilo koje vrste doprinijeti dobrobiti čovječanstvu, planetu i životinjama. Budući da je danas sve moguće brendirati, tako je i veganstvo postalo brend koji ima svoju priču, ispunjava obećanja i pobuđuje duboke emocije. Poznate i ugledne osobe su najbolji ambasadori brendova jer imaju značajan utjecaj na javno mnijenje. Stoga, kako bi se istaknuo značaj procesa brendiranja, cilj ovog rada je istražiti na koje su načine celebrityji pridonijeli jačanju veganstva kao brenda. Studijom slučaja dobiven je uvid u strategije i taktike poznatih osoba prilikom promoviranja veganstva te razloge zbog kojih su one postale vegani. U svrhu detaljnijeg shvaćanja slučaja, rad donosi i analizu sadržaja hrvatskih najčitanijih portala kojom se analizirao imidž veganstva u hrvatskom medijskom prostoru te povezanost poznatih osoba s veganstvom na hrvatskim mainstream portalima. Rezultati provedenog istraživanja mogu pružiti kvalitetan kontekst budućim istraživanjima veganstva, ali i pomoći upravljačima brendova u usmjeravanju komunikacije pri samom procesu brendiranja.

Abstract (english)

Veganism has been a lifestyle known since ancient times, and nowadays, it has become a trend that is not disappearing, but it is constantly growing. Behind veganism are clearly articulated principles and beliefs that make up its identity, which has provided him a credible basis to become a brand that more and more people follow because they believe that the non-consumption of animal products of any kind will contribute to the well-being of humanity, the planet and, animals. Since it is possible to brand everything today, veganism has become a brand that contains its own story, fulfills promises, and arouses deep emotions. Famous and honorable people are the best ambassadors of brands because they possess a significant influence on public opinion. Hence, to highlight the importance of the branding process, this paper aims to explore how celebrities have contributed to strengthening veganism as a brand. The case study provided insight into the strategies and tactics of celebrities in promoting veganism and the reasons why they became vegans. To understand the case in more detail, the paper presents a content analysis of Croatia's most widely read portals, which analyzes the image of veganism in the Croatian media space and the connection of celebrities with veganism on Croatian mainstream portals. The research results can provide a quality context for future research on veganism, but also help brand managers in directing communications in the branding process.

• Keywords: brend; imidž; identitet; veganstvo; celebrityji; mediji
• Keywords (english): brand; image; identity; veganism; celebrities; media
• Language: croatian
• URN:NBN: urn:nbn:hr:114:471803
• 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: Access restricted to authenticated users
• Created on: 2023-01-16 12:32:07