Izgradnja imidža modnih marki u Hrvatskoj

master's thesis

• Title (english): Building the image of fashion brands in Croatia
• Author: Anamaria Štefanac
• Mentor: Tanja Grmuša (mentor)
• Committee member: Ivana Greguric (predsjednik povjerenstva)
• Committee member: Davor Trbušić (član povjerenstva)
• Committee member: Tanja Grmuša (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2024-03-21, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Predmet istraživanja ovog diplomskog rada je uloga marketinga i odnosa s javnošću u
izgradnji imidža modne marke u Hrvatskoj. U teorijskom dijelu rada obrađuju se teme
vezane za modne marke, modno tržište u Hrvatskoj, potrošače na modnom tržištu,
provedbu marketinških aktivnosti, kako izgraditi imidž modne marke uz pomoć odnosa
s javnošću. Neizostavan dio modernog svijeta kojeg ćemo se također dotaknuti u ovom
diplomskom radu su poznate osobe i njihov utjecaj na izgradnju imidža. Izgraditi imidž
modne marke zaista nije lak zadatak budući da živimo u vremenu kada je sve dostupno
u svakom obliku.
U diplomskom radu provedena su dva istraživanja. Prvo, kvantitativno istraživanje
metodom ankete provedeno je među studentima komunikologije na Fakultetu hrvatskih
studija Sveučilišta u Zagrebu. Ispitana su mišljenja studenata vezano za marketing i
odnose s javnošću u izgradnji prepoznatljivog imidža modne marke, te je istraženo
kakav utjecaj modne marke imaju na njih same. U drugom, kvalitativnom istraživanju
provedenom korištenjem metode dubinskog intervjua ispitani su modni dizajneri te
stručnjaci u navedenim područjima marketinga i odnosa s javnošću. S pomoću drugog
istraživanja dobili smo uvid kako su ta dva područja međusobno isprepletena u stvaranju
dobrog imidža modne marke. Stručnjaci iz marketinga i odnosa s javnošću nastojali su
pokazati kako izgraditi imidž, a njihovo je mišljenje uspoređeno s dizajnerima modnih
marki koji su opravdali ili opovrgnuli mišljenje stručnjaka koje ćemo u zaključku
diplomskog rada detaljnije prikazati.

Abstract (english)

The subject of research in this thesis is the role of marketing and public relations in building
the image of a fashion brand in Croatia. The theoretical part of the paper deals with topics
related to fashion brands, the fashion market in Croatia, consumers on the fashion market, the
implementation of marketing activities, how to build the image of a fashion brand with the help
of public relations. An indispensable part of the modern world, which we will also touch on in
this thesis, are famous people and their influence on image building. Building the image of a
fashion brand is really not an easy task since we live in a time when everything is available in
every form.
Two studies were conducted in the diploma thesis. First, quantitative research using the
survey method was conducted among students of communication studies at the Faculty of
Croatian Studies, University of Zagreb. The opinions of students regarding marketing and
public relations in building a recognizable image of a fashion brand were examined, and what
influence fashion brands have on them was investigated. In the second, qualitative research
conducted using the in-depth interview method, fashion designers and experts in the
aforementioned fields of marketing and public relations were examined. With the help of the
second research, we got an insight into how these two areas are intertwined in creating a good
image of a fashion brand. Experts from marketing and public relations tried to show how to
build an image, and their opinion was compared with designers of fashion brands who justified
or refuted the expert's opinion, which we will present in more detail in the conclusion of the
thesis.

• Keywords: modne marke; imidž; marketing; odnosi s javnošću; potrošači.
• Keywords (english): fashion brands; image; marketing; public relations; consumers.
• Language: croatian
• URN:NBN: urn:nbn:hr:111:267391
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-03-26 10:38:56