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undergraduate thesis
Analiza uloge koncepta celebrity endorsementa u izgradnji imidža luksuznih brendova na odabranim primjerima
2024. urn:nbn:hr:146:179869
Frigan, Bianca
VERN University

Cite this document

Frigan, B. (2024). Analiza uloge koncepta celebrity endorsementa u izgradnji imidža luksuznih brendova na odabranim primjerima (Undergraduate thesis). Zagreb: VERN University . Retrieved from https://urn.nsk.hr/urn:nbn:hr:146:179869

Frigan, Bianca. "Analiza uloge koncepta celebrity endorsementa u izgradnji imidža luksuznih brendova na odabranim primjerima." Undergraduate thesis, VERN University , 2024. https://urn.nsk.hr/urn:nbn:hr:146:179869

Frigan, Bianca. "Analiza uloge koncepta celebrity endorsementa u izgradnji imidža luksuznih brendova na odabranim primjerima." Undergraduate thesis, VERN University , 2024. https://urn.nsk.hr/urn:nbn:hr:146:179869

Frigan, B. (2024). 'Analiza uloge koncepta celebrity endorsementa u izgradnji imidža luksuznih brendova na odabranim primjerima', Undergraduate thesis, VERN University , accessed 26 December 2024, https://urn.nsk.hr/urn:nbn:hr:146:179869

Frigan B. Analiza uloge koncepta celebrity endorsementa u izgradnji imidža luksuznih brendova na odabranim primjerima [Undergraduate thesis]. Zagreb: VERN University ; 2024 [cited 2024 December 26] Available at: https://urn.nsk.hr/urn:nbn:hr:146:179869

B. Frigan, "Analiza uloge koncepta celebrity endorsementa u izgradnji imidža luksuznih brendova na odabranim primjerima", Undergraduate thesis, VERN University , Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:146:179869

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Metadata
TitleAnaliza uloge koncepta celebrity endorsementa u izgradnji imidža luksuznih brendova na odabranim primjerima
Title (english)Analysis of the role of the concept of celebrity endorsement in building the image of luxury brands on selected examples
AuthorBianca Frigan
MentorNikolina Borčić (mentor)
GranterVERN University
Zagreb
Defense date and country2024-09-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Abstract
Kada govorimo o celebrity endorsementu zapravo govorimo o određenim aktivnostima u kojima slavna osoba koristi svoju slavu, ugled ili prepoznatljivost kako bi promovirala određene proizvode ili usluge. Ovim konceptom se najčešće služe brojni brendovi i kompanije kako bi dospjeli do šire javnosti te ostvarili veći profit. Slavne osobe u današnje vrijeme predstavljaju glavne pokretače novih trendova te im publika radi sličnih interesa, stavova i mišljenja sve više vjeruje kad je riječ o preporukama za određene proizvode. S obzirom na manjak istraživačkih radova na hrvatskom jeziku koji se bave celebrity endorsementom, autorica rada kroz analizu relevantnog sadržaja i istraživanja prikazuje ulogu koncepta celebrity endorsementa u stvaranju imidža luksuznih brendova. Rad istražuje uloge korištenja slavnih osoba u kampanjama koje promoviraju određene luksuzne brendove, s posebnim fokusom na brendove Dior i Bvlgari. Cilj rada bio je istražiti kako angažiranje poznatih i slavnih može doprinijeti prepoznatljivosti brenda. Kolika je zapravo učestalost prikazivanja slavnih na društvenim mrežama te kojim se vrstama sadržaja najčešće koriste. Istraživanje je provedeno u srpnju 2024. godine te je primijenjena kvalitativna i kvantitativna metoda analize sadržaja te analiza podataka iz relevantne literature i dosadašnjih istraživanja. Ukupno je analizirano 600 objava na tri društvene mreže (Instagram, TikTok i YouTube) te 50 objava šest slavnih osoba. Istraživanje je pokazalo koliko često se koriste poznate osobe u promociji, što otvara prostor za daljnja istraživanja na temu celebrity endorsement.
Abstract (english)
When we talk about celebrity endorsement, we are actually talking about certain activities in which a celebrity uses his fame, reputation or recognition to promote certain products or services. This concept is most often used by many brands and companies to reach the public and make more profits. Celebrities nowadays are the main drivers of new trends, and the audience increasingly trusts them when it comes to recommendations for certain products due to similar interests, attitudes and opinions. Given the lack of research papers in the Croatian language dealing with celebrity endorsement, the author of the paper, through the analysis of relevant content and research, shows the role of the concept of celebrity endorsement in creating the image of luxury brands. The paper explores the roles of the use of celebrities in campaigns promoting certain luxury brands, with a special focus on the brands Dior and Bvlgari. The aim of this paper was to explore how hiring celebrities can contribute to brand recognition. What is the frequency of celebrities being shown on social networks, and what types of content are they most often used. The research was conducted in July 2024 and a qualitative and quantitative method of content analysis was applied, as well as data analysis from relevant literature and previous research. A total of 600 posts on three social networks (Instagram, TikTok and YouTube) were analyzed, and 50 posts by six celebrities. The results showed the frequency of celebrity use and can be used to provide research on the topic of celebrity endorsement.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:146:179869
Study programmeTitle: Cyber Communications and Network Science
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/bacclaurea) cyber komunikacije i mrežnih znanosti (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/bacclaurea) cyber komunikacije i mrežnih znanosti)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-09-30 13:40:17