Naslov
Analysis of image research in Croatia

Autori
Dawidovski Mamić, Maja ; Plantić Tadić, Diana ; Bautović, Mirjana

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

Izvornik
2nd international M-Sphere conference for multidisciplinarity in business and science : book of proceedings / Vranešević, Tihomir - Zagreb : Accent Press, 2014, 404-407

ISBN
978-953-7930-03-5

Skup
2nd international M-Sphere conference for multidisciplinarity in business and science

Mjesto i datum
Dubrovnik, Hrvatska, 10.10.2013. - 12.10.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Recenziran

Ključne riječi
market research ; image ; image research

Sažetak
The subject of this paper is to analyse the research results on the corporate image of Croatian companies. Image research is an important tool in marketing and business decision making but the performance of the mentioned activities is still insufficient in practice. This paper sets the following objectives: the importance and usage of market research in image analysis, frequency, type and methods of image research, the underlying reasons, and areas for improvement. The primary data collection method were interviews conducted by established persons in research profession (20 respondents) from market research agencies that have more than 80% of the market share in Croatia, while the data analysis was performed through methods of analysis and synthesis, supported by content analysis. The main findings state that the brand is more researched than the overall corporate image and, mostly, it is not done systematically. The paper defines ways of improving the processes behind the image perception.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA