Obitelj kao brend - analiza utjecaja reality showa "Keeping up with the Kardashians" na razvoj brenda

Janković, Kristina

master's thesis

Obitelj kao brend - analiza utjecaja reality showa "Keeping up with the Kardashians" na razvoj brenda

Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. urn:nbn:hr:251:113114

Janković, Kristina

Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

Cite this document

APA 6th Edition

Janković, K. (2024). Obitelj kao brend - analiza utjecaja reality showa "Keeping up with the Kardashians" na razvoj brenda (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:113114

MLA 8th Edition

Janković, Kristina. "Obitelj kao brend - analiza utjecaja reality showa "Keeping up with the Kardashians" na razvoj brenda." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:113114

Chicago 17th Edition

Harvard

Janković, K. (2024). 'Obitelj kao brend - analiza utjecaja reality showa "Keeping up with the Kardashians" na razvoj brenda', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 18 January 2025, https://urn.nsk.hr/urn:nbn:hr:251:113114

Vancouver

Janković K. Obitelj kao brend - analiza utjecaja reality showa "Keeping up with the Kardashians" na razvoj brenda [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2024 [cited 2025 January 18] Available at: https://urn.nsk.hr/urn:nbn:hr:251:113114

IEEE

K. Janković, "Obitelj kao brend - analiza utjecaja reality showa "Keeping up with the Kardashians" na razvoj brenda", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:251:113114

Cite this item: https://urn.nsk.hr/urn:nbn:hr:251:113114

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Metadata

Title	Obitelj kao brend - analiza utjecaja reality showa "Keeping up with the Kardashians" na razvoj brenda
Title (english)	The Family as a brand - analysis of the influence of the reality show "Keeping up with the Kardashians" on brand development
Author	Kristina Janković
Mentor	Iva Buljubašić (mentor)
Mentor	Snježana Barić-Šelmić (komentor)
Committee member	Iva Buljubašić (predsjednik povjerenstva)
Committee member	Igor Mavrin (član povjerenstva)
Committee member	Damir Šebo (član povjerenstva)
Granter	Josip Juraj Strossmayer University of Osijek Academy of Arts and Culture in Osijek Osijek
Defense date and country	2024-09-19, Croatia
Scientific / art field, discipline and subdiscipline	INTERDISCIPLINARY FIELDS OF ART
Abstract	Diplomski rad „Obitelj kao brend - analiza utjecaja reality showa Keeping up with the Kardashians na razvoj brenda“ istražuje fenomen brendiranja obitelji Kardashian-Jenner putem njihovog reality showa „Keeping up with the Kardashians“ (KUWTK). Cilj istraživanja je razumjeti kako ovaj reality show utječe na percepciju i razvoj brenda obitelji Kardashian-Jenner te kako se taj utjecaj manifestira u ponašanju potrošača. Kroz teorijski pregled koncepta brendiranja, rad se fokusira na emocionalni i kulturni branding, kao i na digitalni branding, naglašavajući važnost prisutnosti brenda na društvenim mrežama. Istraživanje je provedeno korištenjem anketnog upitnika distribuiranog putem društvenih mreža, a uzorak je obuhvatio 130 ispitanika, većinom ženskog spola i mlađe dobne skupine. Analiza podataka pokazuje da mlađe generacije češće prate show i kupuju proizvode povezane s obitelji Kardashian. Također, većina ispitanika smatra da su događaji u showu scenarizirani, što utječe na percepciju autentičnosti brenda. Rezultati istraživanja ukazuju na značajan utjecaj KUWTK na popularizaciju brenda Kardashian-Jenner, posebno među mladima. Show ne samo da promiče proizvode i usluge obitelji, već i utječe na društvene norme i stavove o celebrity kulturi. Bitan zaključak istraživanja je da reality showovi mogu biti moćan alat za brendiranje i oblikovanje javne percepcije, a obitelj Kardashian-Jenner to uspješno koristi za održavanje i širenje svog brenda.
Abstract (english)	This thesis, titled "Family as a Brand - Analysis of the Impact of the Reality Show Keeping up with the Kardashians on Brand Development," explores the phenomenon of branding the Kardashian-Jenner family through their reality show "Keeping up with the Kardashians" (KUWTK). The aim of the research is to understand how this reality show influences the perception and development of the Kardashian-Jenner family brand and how this influence manifests in consumer behavior. Through a theoretical overview of the branding concept, the thesis focuses on emotional and cultural branding, as well as digital branding, emphasizing the importance of brand presence on social media. The research was conducted using a survey questionnaire distributed via social media, and the sample included 130 respondents, mostly female and younger age groups. Data analysis shows that younger generations are more likely to watch the show and purchase products associated with the Kardashian family. Additionally, most respondents believe that the events in the show are scripted, which affects the perception of the brand's authenticity. The research results indicate a significant impact of KUWTK on the popularization of the Kardashian-Jenner brand, especially among the youth. The show not only promotes the family's products and services but also influences social norms and attitudes towards celebrity culture. An important conclusion of the research is that reality shows can be a powerful tool for branding and shaping public perception, and the Kardashian-Jenner family successfully uses this to maintain and expand their brand.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:251:113114
Study programme	Title: MA in Media and Public Relations (single major) Study programme type: university Study level: graduate Academic / professional title: sveučilišni/a magistar/magistra medija i odnosa s javnošću (sveučilišni/a magistar/magistra medija i odnosa s javnošću)
Type of resource	Text
File origin	Born digital
Access conditions	Open access
Terms of use
Repository	Repository of the Academy of Arts and Culture in Osijek
Created on	2024-10-25 12:18:02