master's thesis
POVEZANOST VRIJEDNOSTI BRANDA I USPJEŠNOSTI POSLOVANJA NA PRIMJERU AUTOINDUSTRIJE

Marin Radeljić (2015)
University of Split
Faculty of economics Split
Metadata
TitlePOVEZANOST VRIJEDNOSTI BRANDA I USPJEŠNOSTI POSLOVANJA NA PRIMJERU AUTOINDUSTRIJE : diplomski rad
AuthorMarin Radeljić
Mentor(s)Ivica Pervan (thesis advisor)
Abstract
U današnjem poslovanju se vrijednost branda i kvalitetno upravljanje brandom smatraju jednim od temeljnih konkurentskih prednosti poduzeća. Sami brand je skup nekoliko čimbenika koje je potrebno kvalitetno razvijati i njima upravljati kako bi se izgradio jaki brand. Predanost izgradnji jakog branda se povećava iz dana u dan jer brandovi predstavljaju poduzeća na vanjskom tržištu te prodaja dobara i usluga poduzeća ovisi o povezanosti potrošača sa samim brandom. S jedne strane se povećavaju napori u izgradnji branda te iz dana u dan brandovi sve više dobivaju na značajnosti dok se s druge strane da primjetiti da poduzeća sa većom vrijednosti branda ostvaruju odlične poslovne rezultate. S obzirom na navedeno postavlja se jednostavno pitanje – je li vrijednost branda povezana sa financijskim rezultatima poduzeća. Shodno tome, ispitana je korelacija tih dviju varijabli te se da, bez obzira što koeficijenti korelacije nisu statistički značajni, naslutiti da postoji pozitivna veza između vrijednosti branda i financijskih rezultata poduzeća.
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Accounting
Study programme typeuniversity
Study levelgraduate
Study programmeBusiness Studies
Academic title abbreviationmag. oec.
Genremaster's thesis
Language Croatian
Defense date2015-12
Parallel abstract (English)
In today`s business the brand value and quality brand management are considered as one of the main competitive advantages of companies. Brand is set of several factors that need to be well developed and managed in order to build a strong brand. Commitment to build a strong brand is increasing each day because brands are representing the companies on external market and sale of goods and services depends on connection of customers to the very brand. On the one side efforts in building the brand are increasing and the brands are gaining more and more importance, and on the other side we can notice that companies with higher brand value are gaining excellent business results. In view of the above we can raise simple question – is there a link between brand value and financial performances of companies? Consequently, correlation between those two variables was tested, and no matter what correlation coefficients were not statistically significant, we can assume that there is positive link between brand value and financial performances of comapnies.
Parallel keywords (Croatian)financijski izvještaji brand
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:213043
CommitterIvana Gizdić