20.500.12556/RUL-128295 Vpliv podobe države izvora blagovne znamke na nakupno namero diplomsko delo The impact of the brand's country of origin image on purchase intention Živimo v času, ko lahko izberemo en izdelek, a različnih blagovnih znamk. Potrošnik se pri nakupu ne odloča le, kateri izdelek si želi, ampak izbira tudi med različnimi ponudniki (oz. znamkami) istega izdelka. Ker je izbira res velika, postanejo kupcem pomembni številni dejavniki, med drugim kakovost in podoba blagovne znamke. Namen diplomske naloge je bil raziskati povezavo med podobo države izvora ter kakovostjo, podobo blagovne znamke in nakupno namero. Zanimalo me je predvsem, ali se potrošniki še vedno zanašajo pretežno na izvor izdelka ali jim več pomenijo drugi dejavniki, kot sta kakovost in podoba blagovne znamke. Izsledki kvantitativne analize so pokazali, da se nakupna namera poveča, ko so podoba države izvora, kakovost in podoba blagovne znamke boljši. Ne gre sicer zanemariti ugotovitve, da je vpliv, ki ga ima podoba države izvora na nakupno namero, posreden ter manjši, kot ga imata kakovost in podoba znamke, po drugi strani pa ne smemo pozabiti, da potrošniki pri vrednotenju kakovosti in podobe znamke izhajajo prav iz podobe države izvora. We live in a time where while purchasing a product, we can choose from a variety of different brands. Consumers no longer base their purchase decisions on the type of the products they want, but also their brands. Because of the overwhelming choice, number of factors now impact their decision, including perceived quality and brand image. The aim of the thesis was to investigate the connection between country of origin image, perceived quality, brand image and purchase intention. My main goal was to explore whether consumers still predominantly rely on the origin of the product when making purchasing decisions, or are there other, more important factors involved such as quality and brand image. The results of the quantitative analysis suggest that purchase intention indeed increases with better country of origin image, perceived quality and brand image. While it is true that the influence of the country of origin image on purchase intention is indirect and lower than that of the perceived quality and brand image, it should not be forgotten that it is the image of the country of origin that consumers rely on when forming judgements about the quality and brand image. podoba države izvora zaznana kakovost podoba blagovne znake nakupna namera. country of origin image perceived quality brand image purchase intention. true true false [A. Jazbec Leben] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2021-07-08 08:30:49 2021-07-08 08:30:51 2022-09-07 04:14:15 0000-00-00 00:00:00 2021 0 Ljubljana 0 Ljubljana 76 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366:659.126(043.2) 126411 77475075 4673.pdf 4673.pdf 1 40357AFB4BEFE3EE03F93AA67EFDD00C 28ce451b2836901704e2bfd5cb54c00d81162801c4ffc9b4256cf475ba52d7de e7426990-dfb5-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=144982 Fakulteta za družbene vede 0 0 0