Utjecaj korporativnog identiteta na ugled društveno odgovorne tvrtke

scientific master's theses

• Author: Renata Tomerlin
• Mentor: Mario Plenković (mentor)
• Committee member: Jesenka Pibernik (član povjerenstva)
• Committee member: Vitomir Grbavac (član povjerenstva)
• Committee member: Mario Plenković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2009-7-8, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology
• Universal decimal classification (UDC): 655 - Graphic industries. Printing. Publishing. Book trade

Abstract

Teorijski dio ovog magistarskog rada sastoji se od poglavlja o korporativnom identitetu,

imidžu, ugledu te društvenoj odgovornosti tvrtke. U radu su detaljno opisani pojmovi,

elementi i povijesni razvoj. Kroz čitav sadržaj magistarskog rada navodi se niz primjera

iz prakse koji se uglavnom odnose na prehrambenu tvrtku Podravka, druge prehrambene

tvrtke te tvrtke koje su imale utjecaj na razvoj navedenih pojmova. Rad sadrži slikovne i

grafičke prikaze za većinu navedenih pojmova.

U provedenom empirijskom istraživanju na primjeru tvrtke Podravka i konkurentskih

tvrtki iz regije ispitan je utjecaj prepoznatljivosti (spontane i navođene), imidža, ugleda,

zamijećenosti vizualnih obilježja tvrtke na njezin ugled te ukupan indeks korporativnog

ugleda.

U magistarskom radu dokazano je da tvrtke koje su prepoznatljive i imaju dobru percepciju

kod potrošača/korisnika (imidž), imaju veći ugled. Također je dokazano da tvrtke koje

imaju visoku stopu društvene odgovornosti nemaju nužno i visoki ugled. Iz provedenog

istraživanja i teorijskih postavki vidljivo je da vizualni identitet i prezentacija tvrtke imaju

ključnu zadaću pri postizanju dobrog ugleda.

Abstract (english)

The theoretical part of this work covers chapters with corporate identity, image, reputation

and social responsibility of companies. It details terms, elements and development

through time. The thesis offers a range of practice examples mostly related to Podravka

food processing company, other food companies and companies influencing the development

of stated terms. It also contains pictures and graphic representations for most of the

terms.

Empirical research conducted on the example of Podravka and competitive companies

from the region examines the effect of recognizability (both spontaneous and guided), image,

reputation, noticeability of companies visual identity features on its reputation and

total corporate reputation index.

The thesis proves that renowned companies having good perception with the consumers/

users (image) also have higher reputation. It is also proven that companies having a high

level of social responsibility do not necessarily have a high reputation. Conducted research

and theoretical presumptions show that visual identity and company’s presentation have a

key role in gaining a good reputation.

• Keywords: korporativni identitet; imidž tvrtke; ugled tvrtke; društvena odgovornost; korporativne komunikacije; vizualni identitet; prepoznatljivost; zaštitni znak; oglašavanje
• Keywords (english): corporate identity; corporate image; reputation of the company; social responsibility; corporate communication; visual identity; company awareness; logotype/symbol; advertising
• Language: croatian
• URN:NBN: urn:nbn:hr:216:681627
• Study programme: Title: Postgraduate university study programme Graphic engineering; Course: Graphic technology; Study programme type: university; Study level: postgraduate; Academic / professional title: magistar znanosti (magistar znanosti)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2024-07-17 16:46:23