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master's thesis
Utjecaj zaštitne boje marke na prepoznatljivost marke
2023. urn:nbn:hr:192:209013
Videc, Karla
University of Rijeka
Faculty of Economics and Business

Cite this document

Videc, K. (2023). Utjecaj zaštitne boje marke na prepoznatljivost marke (Master's thesis). Rijeka: University of Rijeka, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:192:209013

Videc, Karla. "Utjecaj zaštitne boje marke na prepoznatljivost marke." Master's thesis, University of Rijeka, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:192:209013

Videc, Karla. "Utjecaj zaštitne boje marke na prepoznatljivost marke." Master's thesis, University of Rijeka, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:192:209013

Videc, K. (2023). 'Utjecaj zaštitne boje marke na prepoznatljivost marke', Master's thesis, University of Rijeka, Faculty of Economics and Business, accessed 03 April 2025, https://urn.nsk.hr/urn:nbn:hr:192:209013

Videc K. Utjecaj zaštitne boje marke na prepoznatljivost marke [Master's thesis]. Rijeka: University of Rijeka, Faculty of Economics and Business; 2023 [cited 2025 April 03] Available at: https://urn.nsk.hr/urn:nbn:hr:192:209013

K. Videc, "Utjecaj zaštitne boje marke na prepoznatljivost marke", Master's thesis, University of Rijeka, Faculty of Economics and Business, Rijeka, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:192:209013

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Metadata
TitleUtjecaj zaštitne boje marke na prepoznatljivost marke
Title (english)The impact of a brand's color on brand recognition
AuthorKarla Videc
MentorJasmina Dlačić (mentor)
Committee memberJasmina Dlačić (predsjednik povjerenstva)
Committee memberHelga Pavlić Skender (član povjerenstva)
Committee memberMatia Torbarina (član povjerenstva)
GranterUniversity of Rijeka
Faculty of Economics and Business
Rijeka
Defense date and country2023-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Marka poduzeća je jedan od glavnih čimbenika koji diferencira poduzeće, služi kao sredstvo identificiranja proizvođača od potrošača i na temelju marke, poduzeće stvara konkurentsku prednost. U vrijeme kada su potrošači primorani donositi veliku količinu odluka u kratkom periodu zbog sve veće užurbanosti, marka olakšava potrošačima odluku o kupnji i smanjuje se rizik od pogrešnog odabira. Potrošači identificiraju marku u različitim uvjetima, odnosno prisutna je svijest o marki koja se sastoji od... More dvije stavke – prepoznavanja marke i uspješnosti prisjećanja marke. Svijest o marki je jedan od glavnih čimbenika potrošača za uključivanje marke u skup razmatranja za vrijeme procesa odlučivanja o kupnji. Prilikom planiranja integrirane marketinške komunikacije s potrošačima, poduzeća moraju voditi računa o odabiru jednom od najvažnijih vizualnih identiteta marke – boji. Boja je dio neverbalne komunikacije poduzeća koja doprinosi prepoznatljivosti marke i izgradnji imidža marke. Boje igraju glavnu ulogu u oglašavanju proizvoda jer na ljude utječe vizualni izgled proizvoda te je kasnije bitan čimbenik u prisjećanju i prepoznavanju marke. U ovom diplomskom radu ispitivat će točnost prepoznavanja boje marke ovisno o tome koliko je marka poznata/korištena/prisutna u svijesti potrošača. U radu se govori o važnosti odabira boje koja će se koristiti kao zaštitna boja marke i o tome koliko je boja bitna u svim fazama razvoja marke kako bi se potakla svijest o marki i u konačnici – stvorio lojalan potrošač. Eksperimentom je utvrđeno da bolja pozicioniranost marke u svijesti potrošača je povezana s većom točnošću prepoznavanja boje marke. Marke kod kojih je zabilježeno učestalo korištenje i visoka razina dosjećanja, zabilježile su veću točnost prepoznavanja boje marke. Rezultati eksperimenta poslužit će marketinškim stručnjacima u različitim fazama razvijanja marke, kao i budućim istraživanjima u sferi psihologije boja i njene povezanosti s marketingom. Less
Abstract (english)
The company's brand is one of the most important factors that differentiate the company, it serves as a means of identifying the manufacturer by the consumer, and on the basis of the brand the company creates a competitive advantage. At a time when consumers are forced to make a large number of decisions in a short time due to the increasing hectic pace, the brand makes it easier for consumers to make purchasing decisions and reduces the risk of making the wrong choice. Consumers identify a... More brand under different conditions, i.e., there is brand awareness, which is composed of two elements - brand awareness and brand recall. Brand awareness is one of the main factors for consumers to include a brand in their considerations during the purchase decision process. When planning integrated marketing communications with consumers, companies must be careful to choose one of the most important visual brand identities - color. Color is part of the company's nonverbal communication, helping to build brand recognition and brand image. Colors play an important role in product advertising because people are influenced by the visual appearance of the product and it later plays an important role in brand recall and recognition. This paper examines the accuracy of brand color recognition as a function of how familiar/used/present the brand is in the minds of consumers. It discusses the importance of choosing a color to be used as a brand color and the importance of color in all stages of brand development to build brand awareness and ultimately create a loyal consumer. The experiment found that better positioning of the brand in consumers' minds was associated with greater accuracy in recognizing the brand's color. Brands with frequent use and high recall had higher brand color recognition accuracy. The results of the experiment will serve marketers at various stages of brand development as well as future research in the field of color psychology and its connection to marketing. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:192:209013
Study programmeTitle: Business economics; specializations in: Finance, Entrepreneurship, Management, Finance and Accounting, Marketing, International Business, IT Business
Course: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra ekonomije (sveučilišni/a magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-12-15 18:01:05
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