Knowledge-Driven Brand Management: The Role of CRM in Enhancing Brand Image and Purchase Intentions among Generation Z Consumers
Knowledge-Driven Brand Management: The Role of CRM in Enhancing Brand Image and Purchase Intentions among Generation Z Consumers

Author(s): Tija VRANEŠEVIĆ, Miroslav MANDIĆ
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: RITHA Publishing
Keywords: knowledge; CRM; brand image; generation Z; brand management;
Summary/Abstract: This chapter explores into the role of CRM in boosting brand image and influencing purchase intentions, particularly within the context of Generation Z's awareness of CRM activities. Results from the analysis reveal that CRM initiatives and their perceived effectiveness positively impact brand image, with the brand image serving as a mediator for purchase intention. Moreover, in the framework of knowledge-driven brand management, this research underscores the importance of knowledge management in facilitating CRM activities. Knowledge management empowers organizations to effectively capture, analyse, and utilize customer insights, thereby informing strategic decisions and fostering brand growth. Integrating knowledge management principles into CRM processes, companies can harness the full potential of customer data to enhance brand perception and drive purchase behaviour. The study employs structural equation modelling techniques, specifically Partial Least Squares Structural Equation Modelling (PLS-SEM), to clarify these relationships and insights.

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