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master's thesis
Utjecaj ljudskih osjetila na doživljaj brenda
2023. urn:nbn:hr:191:245917
Ćalušić, Franko
University of Rijeka
Faculty of Tourism and Hospitality Management

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Ćalušić, F. (2023). Utjecaj ljudskih osjetila na doživljaj brenda (Master's thesis). Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:245917

Ćalušić, Franko. "Utjecaj ljudskih osjetila na doživljaj brenda." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2023. https://urn.nsk.hr/urn:nbn:hr:191:245917

Ćalušić, Franko. "Utjecaj ljudskih osjetila na doživljaj brenda." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2023. https://urn.nsk.hr/urn:nbn:hr:191:245917

Ćalušić, F. (2023). 'Utjecaj ljudskih osjetila na doživljaj brenda', Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, accessed 18 February 2025, https://urn.nsk.hr/urn:nbn:hr:191:245917

Ćalušić F. Utjecaj ljudskih osjetila na doživljaj brenda [Master's thesis]. Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management; 2023 [cited 2025 February 18] Available at: https://urn.nsk.hr/urn:nbn:hr:191:245917

F. Ćalušić, "Utjecaj ljudskih osjetila na doživljaj brenda", Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:191:245917

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Metadata
TitleUtjecaj ljudskih osjetila na doživljaj brenda
Title (english)The impact of human senses on brand experience
AuthorFranko Ćalušić
MentorLidija Bagarić (mentor)
GranterUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Opatija
Defense date and country2023-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Konkurencija između poduzeća unutar različitih industrija brzo raste. Kako bi zadovoljili potrebe i privukli potrošače, poduzeća se služe raznim metodama, od ulaganja u oglašavanje do atraktivnih kampanja. Diplomski rad istražuje utjecaj ljudskih osjetila na doživljaj brenda. Svrha rada je analizirati kako vizualna, akustična, olfaktorna, taktilna i gustativna osjetila utječu na čovjeka prilikom kupovine proizvoda, ali i njihov utjecaj na doživljaj, prepoznatljivost i percepciju samoga brenda. Za potrebe rada provedeno je istraživanje u obliku anketnog upitnika. Samim time, s ciljem utvrđivanja značajnosti pozitivnog djelovanja brenda na emocionalnu povezanost, prikazani su i dobri primjeri prakse. Rezultati istraživanja potvrdili su postavljenje hipoteze odnosno doživljaj brenda kroz osjetila koja pozitivno utječu na emocionalnu povezanost s brendom. Kako bi se privukli potencijalni potrošači potrebno je stvoriti pozitivnu percepciju na brend.
Abstract (english)
Competition between companies within different industries is growing rapidly. In order to satisfy needs and attract consumers, companies use various methods, from investment in advertising to attractive campaigns. The master thesis investigates the influence of human senses on brand experience. The purpose of the paper is to analyze how the visual, acoustic, olfactory, tactile and gustatory senses affect a person when buying a product, but also their influence on the experience, recognition and perception of the brand itself. For the purposes of the thesis, a survey was conducted in the form of a questionnaire. Therefore, with the aim of determining the significance of the positive effect of the brand on emotional connection, good examples of practice are presented. The results of the research confirmed the hypothesis, that is, the brand experience through the senses, which positively affects the emotional connection with the brand. In order to attract potential consumers, it is necessary to create a positive perception of the brand.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:191:245917
Study programmeTitle: Marketing in tourism
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution 4.0 International (CC BY 4.0) icon
Created on2023-09-12 18:35:45