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undergraduate thesis
Veblenov efekt u modnoj industriji na primjeru brenda Hermes
2024. urn:nbn:hr:192:872230
Mijić, Karla
University of Rijeka
Faculty of Economics and Business

Cite this document

Mijić, K. (2024). Veblenov efekt u modnoj industriji na primjeru brenda Hermes (Undergraduate thesis). Rijeka: University of Rijeka, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:192:872230

Mijić, Karla. "Veblenov efekt u modnoj industriji na primjeru brenda Hermes." Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:192:872230

Mijić, Karla. "Veblenov efekt u modnoj industriji na primjeru brenda Hermes." Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:192:872230

Mijić, K. (2024). 'Veblenov efekt u modnoj industriji na primjeru brenda Hermes', Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, accessed 28 October 2024, https://urn.nsk.hr/urn:nbn:hr:192:872230

Mijić K. Veblenov efekt u modnoj industriji na primjeru brenda Hermes [Undergraduate thesis]. Rijeka: University of Rijeka, Faculty of Economics and Business; 2024 [cited 2024 October 28] Available at: https://urn.nsk.hr/urn:nbn:hr:192:872230

K. Mijić, "Veblenov efekt u modnoj industriji na primjeru brenda Hermes", Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, Rijeka, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:192:872230

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Metadata
TitleVeblenov efekt u modnoj industriji na primjeru brenda Hermes
Title (english)The Veblen effect in the fashion industry on the example of the Hermes brand
AuthorKarla Mijić
MentorLjerka Cerović (mentor)
GranterUniversity of Rijeka
Faculty of Economics and Business
Rijeka
Defense date and country2024-09-02, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Veblenov efekt predstavlja iznimku zakona potražnje pri čijem djelovanju povećanje cijene proizvoda rezultira povećanjem potražnje, i obrnuto, što je u suprotnosti sa zakonom potražnje. Ova se pojava veže uz skupa luksuzna dobra koja se kupuju u svrhu isticanja vlastitog visokog društvenog statusa ili barem želje da se pojedinca tako percipira. Modne marke koje prodaju takve vrste proizvoda, temeljem svoje dugogodišnje tradicije imaju reputaciju unikatne i ekskluzivne robe, što osigurava prihvaćanje (od strane kupaca) takvih slobodno postavljanih iznadprosječnih prodajnih cijena. U završnom radu definiran je Veblenov efekt, razlozi njegova nastanka (postojanja) te su prezentirane njegove temeljne karakteristike. Uz to, prikazan je razvoj luksuznih modnih marki, njihova specifična obilježja, ali i nove kupovne navike u razdoblju koje je uslijedilo nakon pandemije COVID-19. Sve navedeno povezano je u posljednjem dijelu rada, u kojem je na primjeru brenda Hermes analiziran i potvrđen fenomen Veblenova efekta. Analizirajući četiri modela Birkin torbi različitih cijena, dokazuje se prisutnost Veblenova efekta u prestižnoj modnoj industriji.
Abstract (english)
Veblen effect represents an exception of the law of the demand, wherein an increase in the price of a product results in an increase in demand, and vice versa, which contradicts the law of demand. This occurence is connected with expensive luxury goods that are bought for the purpose of showcasing one's high social status or at least the desire to be perceived as such. Fashion brands that sell these types of products, based on long-standing traditions, have a reputation for unique and exclusive goods, which ensures customer acceptance of such freely set above-average selling prices. In the bachelor's thesis, the Veblen effect is defined, the reasons for its occurence (existence) are explained, and its core characteristics are presented. Additionally, the development of luxury fashion brands, their specific features, as well as new purchasing habits in the period following the COVID-19 pandemic, are depicted. All of the above is connected in the final part of the thesis, where the phenomenom of the Veblen effect is analyzed and confirmed using the example of the Hermes brand. By analyzing four models of Birkin bags with different prices, the presence of the Veblen effect in the prestigious fashion industry is proven.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:192:872230
Study programmeTitle: Business economics; specializations in: Finances, Entrepreneurship, Management, Finance and Banking, Marketing, International Business, IT Business
Course: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
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Created on2024-10-28 13:15:06