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master's thesis
Obitelj kao brend - analiza utjecaja reality showa "Keeping up with the Kardashians" na razvoj brenda
2024. urn:nbn:hr:251:113114
Janković, Kristina
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Janković, K. (2024). Obitelj kao brend - analiza utjecaja reality showa "Keeping up with the Kardashians" na razvoj brenda (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:113114

Janković, Kristina. "Obitelj kao brend - analiza utjecaja reality showa "Keeping up with the Kardashians" na razvoj brenda." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:113114

Janković, Kristina. "Obitelj kao brend - analiza utjecaja reality showa "Keeping up with the Kardashians" na razvoj brenda." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:113114

Janković, K. (2024). 'Obitelj kao brend - analiza utjecaja reality showa "Keeping up with the Kardashians" na razvoj brenda', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 15 November 2024, https://urn.nsk.hr/urn:nbn:hr:251:113114

Janković K. Obitelj kao brend - analiza utjecaja reality showa "Keeping up with the Kardashians" na razvoj brenda [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2024 [cited 2024 November 15] Available at: https://urn.nsk.hr/urn:nbn:hr:251:113114

K. Janković, "Obitelj kao brend - analiza utjecaja reality showa "Keeping up with the Kardashians" na razvoj brenda", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:251:113114

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Metadata
TitleObitelj kao brend - analiza utjecaja reality showa "Keeping up with the Kardashians" na razvoj brenda
Title (english)The Family as a brand - analysis of the influence of the reality show "Keeping up with the Kardashians" on brand development
AuthorKristina Janković
MentorIva Buljubašić (mentor)
MentorSnježana Barić-Šelmić (komentor)
Committee memberIva Buljubašić (predsjednik povjerenstva)
Committee memberIgor Mavrin (član povjerenstva)
Committee memberDamir Šebo (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2024-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		INTERDISCIPLINARY FIELDS OF ART
Abstract
Diplomski rad „Obitelj kao brend - analiza utjecaja reality showa Keeping up with the Kardashians na razvoj brenda“ istražuje fenomen brendiranja obitelji Kardashian-Jenner putem njihovog reality showa „Keeping up with the Kardashians“ (KUWTK). Cilj istraživanja je razumjeti kako ovaj reality show utječe na percepciju i razvoj brenda obitelji Kardashian-Jenner te kako se taj utjecaj manifestira u ponašanju potrošača. Kroz teorijski pregled koncepta brendiranja, rad se fokusira na emocionalni i kulturni branding, kao i na digitalni branding, naglašavajući važnost prisutnosti brenda na društvenim mrežama. Istraživanje je provedeno korištenjem anketnog upitnika distribuiranog putem društvenih mreža, a uzorak je obuhvatio 130 ispitanika, većinom ženskog spola i mlađe dobne skupine. Analiza podataka pokazuje da mlađe generacije češće prate show i kupuju proizvode povezane s obitelji Kardashian. Također, većina ispitanika smatra da su događaji u showu scenarizirani, što utječe na percepciju autentičnosti brenda. Rezultati istraživanja ukazuju na značajan utjecaj KUWTK na popularizaciju brenda Kardashian-Jenner, posebno među mladima. Show ne samo da promiče proizvode i usluge obitelji, već i utječe na društvene norme i stavove o celebrity kulturi. Bitan zaključak istraživanja je da reality showovi mogu biti moćan alat za brendiranje i oblikovanje javne percepcije, a obitelj Kardashian-Jenner to uspješno koristi za održavanje i širenje svog brenda.
Abstract (english)
This thesis, titled "Family as a Brand - Analysis of the Impact of the Reality Show Keeping up with the Kardashians on Brand Development," explores the phenomenon of branding the Kardashian-Jenner family through their reality show "Keeping up with the Kardashians" (KUWTK). The aim of the research is to understand how this reality show influences the perception and development of the Kardashian-Jenner family brand and how this influence manifests in consumer behavior. Through a theoretical overview of the branding concept, the thesis focuses on emotional and cultural branding, as well as digital branding, emphasizing the importance of brand presence on social media. The research was conducted using a survey questionnaire distributed via social media, and the sample included 130 respondents, mostly female and younger age groups. Data analysis shows that younger generations are more likely to watch the show and purchase products associated with the Kardashian family. Additionally, most respondents believe that the events in the show are scripted, which affects the perception of the brand's authenticity. The research results indicate a significant impact of KUWTK on the popularization of the Kardashian-Jenner brand, especially among the youth. The show not only promotes the family's products and services but also influences social norms and attitudes towards celebrity culture. An important conclusion of the research is that reality shows can be a powerful tool for branding and shaping public perception, and the Kardashian-Jenner family successfully uses this to maintain and expand their brand.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:113114
Study programmeTitle: MA in Media and Public Relations (single major)
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra medija i odnosa s javnošću (sveučilišni/a magistar/magistra medija i odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-10-25 12:18:02