20.500.12556/RUL-117726 Prepoznavnost kolektivnih znakov in njihov pomen pri nakupni izbiri diplomsko delo Recognisability of collective marks and the effect of collective marks on purchase decision Kolektivni znaki kot sredstvo označevanja so blagovne znamke v lasti organizacij ali združenj, katerih nosilci jih uporabljajo za identifikacijo lastnega izdelka ali storitve z določeno značilnostjo (npr. z določeno stopnjo kakovosti, s specifičnim geografskim poreklom ali drugo lastnostjo). Namen kolektivnih znakov je informiranje potrošnikov o izbrani posebnosti izdelka. V Sloveniji je na trgu prisotnih okoli 40 različnih oznak in zaradi njihove obilice, s katero je soočen potrošnik, so informacije o tem, ali jih potrošniki sploh poznajo, katere, v kolikšni meri jim zaupajo in ali imajo vpliv na njihovo nakupno izbiro, zelo koristne. V diplomskem delu smo na podlagi reprezentativnega vzorca prebivalcev Slovenije (n = 303) raziskovali prepoznavnost sedmih kolektivnih znakov in preučevali, kako se vpliv prepoznavnosti na zaupanje razlikuje glede na različne kolektivne znake in kako se razlikuje vpliv zaupanja na nakupno izbiro. Potrdili smo, da je prepoznavnost kolektivnih znakov med potrošniki v Sloveniji dokaj visoka. Visoka prepoznavnost se je izkazala za pomemben dejavnik pri grajenju zaupanja v kolektivni znak, saj so se statistično značilni pozitivni vplivi prepoznavnosti na zaupanje izkazali samo pri tistih znakih, ki so prepoznani med potrošniki. Vpliv zaupanja na verjetnost spremembe nakupne izbire je bil v loglinearnih modelih še bolj jasno izražen, saj je bil statistično značilno prisoten pri petih od sedmih kolektivnih znakov. Ugotovili smo tudi, da je potrošnik, ki kolektivnemu znaku bolj zaupa, pripravljen za izdelek, označen s tem znakom, plačati (višjo) premijsko ceno. Collective marks, as means of labelling are trademarks owned by organizations or associations. The holders use collective marks to identify their own product or service with a certain characteristic (e.g., a selected level of quality, specific designation of origin or other feature). The purpose of collective marks is to inform consumers about a certain feature of the product. There are around 40 different marks present on the market in Slovenia, and precisely because of their mushrooming, information whether consumers know them, how much they trust them and whether they influence their purchase decision, is very useful. In this thesis, we investigated the recognisability of seven collective labels on the basis of representative sample of the residents in Slovenia (n = 303). We studied how the influence of recognisability on trust towards a collective mark differs across them as well as how the influence of trust on purchase decision varies between different collective marks. We found that the recognition of collective marks is quite high among consumers in Slovenia. High recognisability was shown to be an important determinant of trust in the collective label, as a statistically significant influence of recognisability on trust was found only for those labels that were recognized among consumers. The influence of trust on the probability of a change in purchase decision was even more pronounced in log-linear models, as it was a statistically significant predictor for five of the seven investigated collective labels. We also found that consumers who trust a collective mark are willing to pay a (higher) premium price for a product with a collective label. Kolektivni znaki prepoznavnost zaupanje sprememba nakupne izbire premijska cena collective marks recognisability trust change of purchase decision premium price true true false [E. Gaberšek] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2020-07-23 08:30:12 2020-07-23 08:30:18 2022-08-30 03:59:52 0000-00-00 00:00:00 2020 0 Ljubljana 0 Ljubljana 44 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366(043.2) 117616 26383875 3444.pdf 3444.pdf 1 8C20C9433A9777F7863030B0CE927E7B 0d3a6aa4da679b1c4a98e4db004a9469ce45377bfdd26527db1dcaaf6e88fedf 40135967-a1b9-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=131622 Fakulteta za družbene vede 0 0 0