Naslov
Perception and Position of Jeans Brands Among Students of the Zagreb University

Autori
Tratnik, Miroslav ; Rogale, Dubravko ; Ljubić, Zdenko ; Stracenski, Maja

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Book of Proceedings of the 2nd International Textile, Clothing & Design Conference Magic World of Textiles / Dragčević, Zvonko - Zagreb : Tekstilno tehnološki fakultet Sveučilišta u Zagrebu, 2004, 953-956

Skup
International Textile, Clothing & Design Conference Magic World of Textiles (2 ; 2004)

Mjesto i datum
Dubrovnik, Hrvatska, 03.10.2004. - 06.10.2004

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
jeans brands; perception; position; the students of Zagreb University

Sažetak
The brand name is a key marketing determinant of a product, which influences consumer attitude and behavior. Brand-related feelings and confidence have a significant role in clothes purchase decisions. The brand has its market value measured through recognition, loyalty and experience of quality or as being an "addition" to the expected quality. The basis for brand management is the examination of brand perception and it's positioning in a client's consciousness. Accordingly, this paper examines the perception of jeans brands through the basic product attributes using a polling technique among a number of students of the University of Zagreb. The brand perception attributes are given in a summary form as (a) positive, (b) negative, (c) behavioral, and (d) functionally-symbolic aggregates of characteristics of different jeans brands as experienced by the individuals questioned. Individually perceived characteristics (12 attributes) falling under the above mentioned four aggregates are: brand identification as belonging to the higher class, pride in possessing the brand, distinctive appearance, the quality of being practical, brand availability, how economical the brand is, conservative appearance, appealing to the elderly, not attracting personal attention, appealing to the young, casual appearance and pleasure of wearing a specific brand. The target group in examining the brand perception was the student population of the Faculty of Textile Technology and the Faculty of Agriculture with an appropriate test sample of 300 respondents. The research was carried out during the school year 2003/2004.

Izvorni jezik
Engleski

Znanstvena područja
Tekstilna tehnologija, Poljoprivreda (agronomija)

POVEZANOST RADA