prikaz prve stranice dokumenta Nostalgia proneness and the role of products with nostalgic elements in consumers' consumption preferences
Pristup korisnicima matične ustanove
diplomski rad
Nostalgia proneness and the role of products with nostalgic elements in consumers' consumption preferences
2021. urn:nbn:hr:148:071887
Mišić, Petra
Sveučilište u Zagrebu
Ekonomski fakultet

Citirajte ovaj rad

Mišić, P. (2021). Nostalgia proneness and the role of products with nostalgic elements in consumers' consumption preferences (Diplomski rad). Zagreb: Sveučilište u Zagrebu, Ekonomski fakultet. Preuzeto s https://urn.nsk.hr/urn:nbn:hr:148:071887

Mišić, Petra. "Nostalgia proneness and the role of products with nostalgic elements in consumers' consumption preferences." Diplomski rad, Sveučilište u Zagrebu, Ekonomski fakultet, 2021. https://urn.nsk.hr/urn:nbn:hr:148:071887

Mišić, Petra. "Nostalgia proneness and the role of products with nostalgic elements in consumers' consumption preferences." Diplomski rad, Sveučilište u Zagrebu, Ekonomski fakultet, 2021. https://urn.nsk.hr/urn:nbn:hr:148:071887

Mišić, P. (2021). 'Nostalgia proneness and the role of products with nostalgic elements in consumers' consumption preferences', Diplomski rad, Sveučilište u Zagrebu, Ekonomski fakultet, citirano: 03.03.2025., https://urn.nsk.hr/urn:nbn:hr:148:071887

Mišić P. Nostalgia proneness and the role of products with nostalgic elements in consumers' consumption preferences [Diplomski rad]. Zagreb: Sveučilište u Zagrebu, Ekonomski fakultet; 2021 [pristupljeno 03.03.2025.] Dostupno na: https://urn.nsk.hr/urn:nbn:hr:148:071887

P. Mišić, "Nostalgia proneness and the role of products with nostalgic elements in consumers' consumption preferences", Diplomski rad, Sveučilište u Zagrebu, Ekonomski fakultet, Zagreb, 2021. Dostupno na: https://urn.nsk.hr/urn:nbn:hr:148:071887

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Podaci o radu
NaslovNostalgia proneness and the role of products with nostalgic elements in consumers' consumption preferences
Naslov (hrvatski)Sklonost nostalgiji i uloga proizvoda s nostalgičnim elementima u preferencijama potrošača
AutorPetra Mišić
MentorSandra Horvat (mentor)
MBZ: 286555
Član povjerenstvaSandra Horvat (predsjednik povjerenstva)
Član povjerenstvaVatroslav Škare (član povjerenstva)
Član povjerenstvaTanja Komarac (član povjerenstva)
Ustanova koja je dodijelila
akademski / stručni stupanj		Sveučilište u Zagrebu
Ekonomski fakultet
Zagreb
Datum i država obrane2021-09-30, Hrvatska
Znanstveno / umjetničko
područje, polje i grana		DRUŠTVENE ZNANOSTI
Ekonomija
Marketing
Sažetak
Living in a rapidly evolving world, consumers are expressing the tendency towards the past and are searching for a greater meaning. They are keen to revive their memories and the ‘good old days’, and they search for comfort and joy. Among the competition on the market, there is a need for providing an additional value for consumers with the aim of inducing an emotional reaction. Therefore, this trend has prompted the use of nostalgia as a tool in many fields, especially within marketing. Brands... Više are incorporating the nostalgic elements into their products or reviving products from the past with the attempt to draw consumers attention and to affect their consumption preferences. Consumers feel the emotional attachment because those are the products they used while they were younger, or those products remind them on memories and associate on happier times. The use of nostalgia in marketing has benefits for both brands and consumers. Nostalgia in marketing is used as a special trigger during purchasing decisions. For this reason, the goal was to determine the level of nostalgia proneness of consumers between two generations, Millennials and Generation X, and to examine how products with nostalgic elements influence the purchasing decisions among these generations. The empirical research was conducted through a survey questionnaire within hundred respondents from each generation, so the differences were clear to distinguish. Both generations are prone to nostalgia, but Generation X is more prone than the Millennials. This can be supported with the correlation of nostalgia and age of the respondents because older people tend to be more nostalgic because they have more experiences to look back on. While making a purchasing decision, product with nostalgic elements prompted more respondents from the Generation X and the emotions triggered during this process were nostalgia and happiness. Millennials on the contrary felt enthusiasm and happiness the most, which indicates that they in fact have different reasons for the purchase of those products. Sakrij dio sažetka
Ključne riječi
Jezikengleski
URN:NBNurn:nbn:hr:148:071887
Studijski programNaziv: Master Degree in Business; smjerovi: Marketing na engleskom jeziku, Managerial Informatics, Management, Marketing, Trade and International Business, Leadership
Smjer: Marketing na engleskom jeziku
Vrsta studija: sveučilišni
Stupanj studija: diplomski
Akademski / stručni naziv: magistar/magistra ekonomije (mag.oec.)
Vrsta resursaTekst
Način izrade datotekeIzvorno digitalna
Prava pristupaPristup korisnicima matične ustanove
Uvjeti korištenjaIkona licence Zaštićeno autorskim pravom.
Datum i vrijeme pohrane2021-10-04 09:14:08
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