Brendiranje tradicionalnih hrvatskih prehrambenih proizvoda

master's thesis

• Title (english): Branding of traditional Croatian food products
• Author: Ivana Vidaković
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Stela Lechpammer (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-07-04, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Ovaj rad istražuje potencijal brendiranja Hrvatske kao zemlje tradicionalnih prehrambenih proizvoda te utjecaj brendiranja na percepciju i ponašanje potrošača. Istraživanje je provedeno anketnim ispitivanjem ispitanika o njihovim stavovima prema tradicionalnim hrvatskim prehrambenim proizvodima. Rezultati ukazuju na značajnu podršku među potrošačima za brendiranje Hrvatske na ovaj način, pri čemu naglašavanje kulturnog nasljeđa povećava autentičnost i percepciju kvalitete proizvoda. Brendiranje tradicionalnih proizvoda može pozitivno utjecati na gospodarski rast, otvaranje novih radnih mjesta, turističku privlačnost i izvoz. Istraživanje i rezultati sugeriraju i da strateško brendiranje tradicionalnih hrvatskih prehrambenih proizvoda može igrati ključnu ulogu u ekonomskom razvoju zemlje.

Abstract (english)

This research examines the potential of branding Croatia as a country of traditional food products and the impact of such branding on consumer perception and behavior. The study was conducted through a survey of respondents about their attitudes towards traditional Croatian food products. The results indicate significant consumer support for branding Croatia in this way, with an emphasis on cultural heritage increasing product authenticity and perceived quality. Branding traditional products can positively influence economic growth, job creation, tourism attractiveness, and exports. The research and findings also suggest that strategic branding of traditional Croatian food products can play a crucial role in the country's economic development.

• Keywords: Brendiranje; prehrambeni proizvodi; Hrvatska; percepcija potrošača; kulturno nasljeđe; autentičnost; percepcija kvalitete; ekonomski rast; turizam; izvoz; ekonomski razvoj; strategija; tradicija
• Keywords (english): Branding; food products; Croatia; consumer perception; cultural heritage; authenticity; quality perception; economic growth; tourism; exports; economic development; strategy; tradition
• Language: croatian
• URN:NBN: urn:nbn:hr:114:014841
• 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: Open access
• Created on: 2024-07-26 10:46:06