prikaz prve stranice dokumenta MJERENJE TRŽIŠNE VRIJEDNOSTI MARKE TRGOVAČKIH LANACA U RH PREMA AAKEROVOM MODELU
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undergraduate thesis
MJERENJE TRŽIŠNE VRIJEDNOSTI MARKE TRGOVAČKIH LANACA U RH PREMA AAKEROVOM MODELU
2021. urn:nbn:hr:228:272605
Radić, Antonia
University of Split
University Department of Professional Studies

Cite this document

Radić, A. (2021). MJERENJE TRŽIŠNE VRIJEDNOSTI MARKE TRGOVAČKIH LANACA U RH PREMA AAKEROVOM MODELU (Undergraduate thesis). Split: University of Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:228:272605

Radić, Antonia. "MJERENJE TRŽIŠNE VRIJEDNOSTI MARKE TRGOVAČKIH LANACA U RH PREMA AAKEROVOM MODELU." Undergraduate thesis, University of Split, 2021. https://urn.nsk.hr/urn:nbn:hr:228:272605

Radić, Antonia. "MJERENJE TRŽIŠNE VRIJEDNOSTI MARKE TRGOVAČKIH LANACA U RH PREMA AAKEROVOM MODELU." Undergraduate thesis, University of Split, 2021. https://urn.nsk.hr/urn:nbn:hr:228:272605

Radić, A. (2021). 'MJERENJE TRŽIŠNE VRIJEDNOSTI MARKE TRGOVAČKIH LANACA U RH PREMA AAKEROVOM MODELU', Undergraduate thesis, University of Split, accessed 14 November 2024, https://urn.nsk.hr/urn:nbn:hr:228:272605

Radić A. MJERENJE TRŽIŠNE VRIJEDNOSTI MARKE TRGOVAČKIH LANACA U RH PREMA AAKEROVOM MODELU [Undergraduate thesis]. Split: University of Split; 2021 [cited 2024 November 14] Available at: https://urn.nsk.hr/urn:nbn:hr:228:272605

A. Radić, "MJERENJE TRŽIŠNE VRIJEDNOSTI MARKE TRGOVAČKIH LANACA U RH PREMA AAKEROVOM MODELU", Undergraduate thesis, University of Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:228:272605

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Metadata
TitleMJERENJE TRŽIŠNE VRIJEDNOSTI MARKE TRGOVAČKIH LANACA U RH PREMA AAKEROVOM MODELU
Title (english)BRAND EQUITY MEASURMENT OF RETAIL CHAINS IN THE REPUBLIC OF CROATIA BY USING AAKER MODEL
AuthorAntonia Radić
MentorDANIJELA PERKUŠIĆ MALKOČ (mentor)
Committee memberIVANA PLAZIBAT (član povjerenstva)
Committee memberSLAĐANA BRAJEVIĆ (član povjerenstva)
GranterUniversity of Split
(University Department of Professional Studies)
Split
Defense date and country2021-09-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Mjerenje tržišne vrijednosti marke u današnje vrijeme postalo je imperativ za poduzeća. Nije više dovoljno imati uvid u financijske pokazatelje mjerene prihodima i profitom, potrebno je imati informacije o tome kako potrošači doživljavaju marku, kakvo iskustvo imaju, koliko su spremni platiti za nju i koliko su joj lojalni. U tu svrhu razvijen je čitav niz različitih modela od kojih je najstariji, najčešće korišten i ujedno najpoznatiji, Aakerov model mjerenja tržišne vrijednosti marke. Isti je upotrijebljen u empirijskom dijelu ovog rada kako bi se ispitala tržišna vrijednost četiri odabrana trgovačka lanca: Konzum, Lidl, Tommy i Interspar. U anketnom istraživanju sudjelovalo je ukupno 96 ispitanika, a poredak lanaca prema tržišnoj vrijednosti gotovo je istovjetan njihovom poretku na ljestvici vodećih trgovačkih lanaca u Republici Hrvatskoj za 2019. godinu.
Abstract (english)
Brand equity measuring nowadays has become an imperative for companies. It is no longer enough to have insight into financial indicators measured by income and profit, it is necessary to have information about how consumers perceive the brand, what experience they have with it, how much more they are willing to pay for it and how loyal they are. For this purpose, a number of different models have been developed, of which the oldest, most frequently used and at the same time the most famous, is the Aaker's brand equity model. This model was used in the empirical part of this thesis to examine the market value of four selected retail chains: Konzum, Lidl, Tommy and Interspar. A total of 96 respondents participated in the survey, and the ranking of chains according to market value is almost identical to their ranking on the scale of leading retail chains in the Republic of Croatia for 2019.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:228:272605
Study programmeTitle: Business Trade –– professional - professional
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-10-20 10:24:29