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

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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.Keywords: knowledge; CRM; brand image; generation Z; brand management.JEL Classification: M10; M14; M31; D12; D47.Cite this chapter: Vranešević, T. & Mandić, M. (2024). Knowledge-Driven Brand Management: The Role of CRM in Enhancing Brand Image and Purchase Intentions among Generation Z Consumers. In: Knowledge Management in Economy, Technology and Education, Perić, N. and Arsenjevic, O. (Eds.) (pp. 141-167). Book Series Socio-Economics, Research, Innovation and Technologies (SERITHA). RITHA Publishing. https://doi.org/10.57017/SERITHA.2024.KM-ETE.ch6 Chapter’s history: Received 3rd of August, 2023; Revised 7th of September, 2023; Accepted for publication 19th of January, 2024; Published 30th of July, 2024. About the Author(s):Tija Vranešević holds a Bachelor's degree in Business from the Faculty of Economics and Business in Zagreb, a Master's degree in Management with a specialization in Strategic Marketing from Catolica Lisbon School of Economics and Business, and an additional Master's degree in Marketing from the Faculty of Business and Economics in Zagreb. She currently acts as a Marketing Operations Specialist with a deep passion for brand management, digital marketing, and marketing research.Miroslav Mandić, PhD., serves as an Associate Professor in the Marketing Department at the Faculty of Economics and Business, University of Zagreb. He actively contributes to the field of Marketing, Customer Relationship Management (CRM), and Sports Marketing through his research papers and participation in international conferences. Additionally, he is a member of both CROMAR (Croatian Marketing Association) and CRODMA (Croatian Direct Marketing Association).