20.500.12556/RUL-161902 Vpliv vizualne podobe trgovine na lojalnost tržni znamki diplomsko delo Impact of store's visual image on brand loyalty Lojalnost in podoba trgovine sta med seboj povezana dejavnika, kar so v preteklosti potrdili že različni raziskovalci. Podobo trgovine razumemo kot zaznave in prepričanja potrošnikov o določeni trgovini, ki vplivajo na vedenje kupcev. Dobra podoba trgovine je tako teoretično in empirično opredeljena kot ključna determinanta ekonomskega uspeha in lojalnosti, ki naj bi kazala na najvišjo raven nakupnih namenov. Dosedanje raziskave o podobi trgovine so se večinoma osredotočale na nevizualne lastnosti okolja, zato je bil namen tega diplomskega dela raziskati vpliv vizualne podobe trgovine na lojalnost tržni znamki. Na podlagi teoretičnega dela, ki vsebuje pregled konceptov podobe trgovine in lojalnosti, smo zasnovali anketni vprašalnik, s katerim smo želeli preveriti zastavljeno hipotezo. V raziskavi smo pridobili odgovore 199 anketirancev ter jih v empiričnem delu analizirali in utemeljili. Z raziskavo smo potrdili, da boljša, kot je zaznana vizualna podoba trgovine, močnejša bo lojalnost tržni znamki. Naša raziskava prispeva k razumevanju odnosa med kazalniki lojalnosti in vizualne podobe trgovine, prikaže vzporednice med literaturo o podobi trgovine ter literaturo na področju storitvenega okolja in atmosferičnosti ter primerja merjenje vizualne podobe s celostnim enodimenzionalnim pristopom in z večdimenzionalnim pristopom za oblikovanje celostne podobe v mislih potrošnika. Loyalty and store image are intertwined, which has been confirmed by different researchers in the past. Store image is understood as perceptions and beliefs of consumers about a certain store that influence purchasing behaviour. From theoretical and empirical perspectives, effective store image is said to be the key determining factor of economic success and loyalty, which is supposed to show the highest level of patronage intensions. Research to date on store image mostly focused on non-visual characteristics of the environment, which is why the aim of this undergraduate thesis as to study the impact of a store's visual image on brand loyalty. Based on the theoretical part, comprising an overview of store image and loyalty, we conducted a survey to verify the set hypothesis. The research gathered responses by 199 respondents, which were analysed and justified in the empirical part. By conducting this research, we confirmed that the better the perceived store's visual image, the stronger the brand loyalty. Our research contributes to the understanding of the relationship between loyalty indicators and a store's visual image, shows parallels between literature on store's image and literature in the field of the servicescape and atmosphere as well as compares how one's visual image is measured with a comprehensive one-dimensional approach and a multidimensional approach to create a comprehensive image in the mind of consumers. vizualna podoba lojalnost tržna znamka trgovina storitveni prostor visual image loyalty brand store servicescape true true false L. Arnaut Slovenski jezik Angleški jezik Diplomsko delo/naloga 2024-09-15 08:31:30 2024-09-15 08:31:34 2024-10-02 10:42:14 0000-00-00 00:00:00 2024 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (69 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.1(043.2) 166903 209829379 15657.pdf 15657.pdf 1 4AFD3389512E7F6232E1CBF20710F69B 196fc6289a46b843104ff71d7906f7d12728b6f5b1135a0bf402cc4ba8856a07 114bd836-732c-11ef-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=190895 Fakulteta za družbene vede 0 0 0