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master's thesis
Analiza gerila marketinga u modnoj industriji: borba brendova za pažnju potrošača
2024. urn:nbn:hr:251:325313
Puškarić, Sara
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Puškarić, S. (2024). Analiza gerila marketinga u modnoj industriji: borba brendova za pažnju potrošača (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:251:325313

Puškarić, Sara. "Analiza gerila marketinga u modnoj industriji: borba brendova za pažnju potrošača." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:325313

Puškarić, Sara. "Analiza gerila marketinga u modnoj industriji: borba brendova za pažnju potrošača." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:325313

Puškarić, S. (2024). 'Analiza gerila marketinga u modnoj industriji: borba brendova za pažnju potrošača', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 14 November 2024, https://urn.nsk.hr/urn:nbn:hr:251:325313

Puškarić S. Analiza gerila marketinga u modnoj industriji: borba brendova za pažnju potrošača [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2024 [cited 2024 November 14] Available at: https://urn.nsk.hr/urn:nbn:hr:251:325313

S. Puškarić, "Analiza gerila marketinga u modnoj industriji: borba brendova za pažnju potrošača", 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:251:325313

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Metadata
TitleAnaliza gerila marketinga u modnoj industriji: borba brendova za pažnju potrošača
AuthorSara Puškarić
MentorIva Buljubašić (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2024, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Abstract
Diplomski rad bavi se predstavljanjem nekonvencionalnih marketinških aktivnosti okupljenih pod inovativnom strategijom oglašavanja poznatom kao gerila marketing. Istražuje njegove specifičnosti, odlike i vrste donoseći konkretne primjere, s posebnim fokusom na primjenu u modnim poslovanjima koja ovise o vizualnoj privlačnosti. Kroz analizu konkretnih slučajeva rad nastoji prikazati kako gerilski marketing može povećati vidljivost i prepoznatljivost brenda te kako inovativni pristupi mogu dovesti do uspjeha čak i uz ograničene resurse. Razmatra i etičke aspekte modne industrije, uključujući potencijalne rizike i negativne posljedice koje gerilske kampanje mogu imati na percepciju brenda i odnos s potrošačima novoga društva, iznimno angažiranog oko pitanja moralnosti poslovanja. Modni brendovi koriste kreativnost i pripovijedanje priča kako bi se izdvojili na zasićenom i konkurentnom tržištu te pridobili pažnju potrošača. Stoga je cilj rada istražiti kako gerilski marketing redefinira pravila modne industrije, analizirajući primjere brendova koji ga uspješno primjenjuju u svome poslovanju.
Abstract (english)
This thesis presents the unconventional marketing activities gathered under the innovative advertising strategy known as guerrilla marketing. It explores its specific features, characteristics, and types providing concrete examples, with a special focus on its application in fashion businesses which rely on visual appeal. Through the analysis of specific cases, the thesis aims to show how guerrilla marketing can increase brand visibility and recognition and how innovative approaches can lead to success even with limited resources. It also considers the ethical aspects of the fashion industry, including potential risks and negative consequences that guerrilla campaigns may have on brand perception and relationships with consumers in a society that is highly engaged with the issues of business morality. Fashion brands use creativity and storytelling to stand out in a saturated and competitive market and to capture consumer attention. Therefore, the aim is to investigate how guerrilla marketing redefines the rules of the fashion industry by analyzing examples of brands that successfully apply it in their business operations.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:325313
Study programmeTitle: MA in Media and Public Relations (double major)
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistrica medija i odnosa s javnošću (magistar/magistrica medija i odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-10-30 16:37:03