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Integriranost Elemenata Zemlje Podrijetla U Identitet Marke Proizvoda

Author

Listed:
  • Zoran Krupka

    (Ekonomski fakultet, Sveučilište u Zagrebu)

  • Milena Marinić

    (Jamnica plus d.o.o.)

Abstract

Osnovna svrha ovog rada je istražiti razlike u stupnju integriranosti obilježja zemlje podrijetla u identitet marki proizvoda ovisno o stupnju razvijenosti zemlje podrijetla te jačini imidža koju ta zemlja ima kao zemlja podrijetla za određenu kategoriju proizvoda. Istraživanje je provedeno u dvije faze. U prvoj fazi napravljena je kontekstualna analiza integriranosti obilježja zemlje podrijetla u identitet marki proizvoda krajnje potrošnje odabranih hrvatskih i talijanskih poduzeća (ukupno 62 analizirane marke). Druga faza istraživanja obuhvaćala je kvantitativno istraživanje na 240 ispitanika pomoću visoko strukturiranog upitnika o prepoznatljivosti integriranih obilježja zemlje podrijetla u identitetu marki proizvoda. Glavni rezultati istraživanja su: a) niti u primjeru hrvatskih niti u primjeru talijanskih marki nije vidljiva sustavna integracija obilježja zemlje podrijetla u identitet marke proizvoda; b) najveća integriranost je u kategoriji hrana i piće; c) obilježja zemlje podrijetla najviše se integriraju u naziv marke i ambalažu kao elemente marke koji su najviše vidljivi krajnjem potrošaču; d) zemlje s jačim imidžom imaju veću razinu integracije obilježja zemlje podrijetla u identitet marki proizvoda krajnje potrošnje; i e) ispitanici prepoznaju obilježja zemlje podrijetla integrirane u marku proizvoda. Rezultati imaju implikacije kako na mikro tako i na makro razini upravljanja.

Suggested Citation

  • Zoran Krupka & Milena Marinić, 2022. "Integriranost Elemenata Zemlje Podrijetla U Identitet Marke Proizvoda," Ekonomski pregled, Hrvatsko društvo ekonomista (Croatian Society of Economists), vol. 73(3), pages 433-458.
    • Handle: RePEc:hde:epregl:v:73:y:2022:i:3:p:433-458
    DOI: 10.32910/ep.73.3.5
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    More about this item

    Keywords

    zemlja podrijetla; identitet marke; imidž zemlje;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration

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