Vpliv celostnega oblikovanja izdelka na proženje pozitivnih govoric in navezanost na znamko

Pogorelec, Tea (avtor), Kline, Mihael (mentor)

Uspešno in superiorno oblikovan izdelek je na današnjem trgu pomembna konkurenčna prednost vsake znamke, s pomočjo katerega ustvarjajo in ohranjajo čustveno navezane potrošnike. In le takšni potrošniki, ki vzpostavijo čustveno vez z znamko na način, da le ta odraža njihov jaz, so pripravljeni izraziti pozitivno mnenje drugim potrošnikom. S pričujočo nalogo želimo oblikovalce in tržnike znamk opozoriti, da je treba k oblikovanju izdelka pristopiti celostno in vključiti vse tri dimenzije: estetiko, funkcionalnost in simboliko. Izdelek, ki ima superioren izgled, deluje bolje kot katerikoli drug in izraža potrošnikov poseben življenski slog, lahko pomembno vpliva na vedenje potrošnikov, kot sta navezanost na znamko in proženje pozitivnih govoric. V teoretičnem in raziskovalnem modelu smo preverjali vpliv celostnega oblikovanja izdelka skupaj s tremi dimenzijami na omenjena vedenjska procesa ter vpliv navezanosti na znamko na proženje pozitivnih govoric. Pričujoča raziskava, v katero je bilo vključenih 215 posameznikov, je omenjene vplive potrdila, z izjemo vpliva estetske dimenzije na proženje pozitivnih govoric in funkcionalne dimenzije na navezanost na znamko, kjer vpliva nista bila potrjena. Ugotovili smo tudi, da je navezanost na znamko v primerjavi s celostnim oblikovanjem izdelka močnejši napovedovalec proženja pozitivnih govoric. Rezultati nakazujejo na dva problema pojmov: navezanost na znamko in proženje pozitivnih govoric – (1) podobnost v teoretični opredelitvi in (2) podobno zasnovan merski instrument. Prav tako se je izkazalo, da je navezanost na znamko boljši napovedovalec proženja pozitivnih govoric, kot funkcionalna dimenzija, kar nakazuje, da potrošniki funkcionalnost izdelka zaznavajo kot samoumevno.

• Jezik: Slovenski jezik
• Ključne besede: izdelek, oblikovanje izdelka, navezanost na znamko, govorice
• Vrsta gradiva: Diplomsko delo/naloga
• Organizacija: FDV - Fakulteta za družbene vede
• Leto izida: 2019
• PID: 20.500.12556/RUL-111984
• COBISS.SI-ID: 36426589
• Datum objave v RUL: 18.10.2019

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: The impact of holistic product design on positive word–of–mouth and brand attachment

Izvleček

A successful and superiorly designed product is an important competitive advantage of every brand in today's marketplace, with the help of which they create and retain emotionally attached consumers. Only those consumers, who develope an emotional bond to the brand in a way that the brand reflects their self, are willing to spread positive word-of-mouth to others. In this paper, we want to remind designers and marketers that product design should be approached holistically and has to include all three dimensions: aesthetics, functionality, and symbolism. A product that is superior in appearance, performs better than any other product. It reflects the consumer's unique lifestyle and can have an influence on important consumer behaviors, such as brand attachment and positive word–of–mouth. In the theoretical and research model, the impact of holistic product design on the aforementioned behavioral processes, and the impact of brand attachment on positive word–of–mouth have been analyzed. The study which included 215 individuals confirmed these effects except the influence of the aesthetic dimension on positive word–of–mouth and the influence of the functional dimension on brand attachment, where the impacts have not been confirmed. We have also found that brand attachment is a stronger predictor of positive word–of–mouth than holistic product design. The results suggest two problems with the concepts of brand attachment and positive word–of–mouth: (1) similarity in theoretical definition and (2) similarly designed measurement instrument. Brand attachment has also been shown to be a better predictor of positive word–of–mouth than the functional dimension, suggesting that consumers take the functionality of the product for granted.

• Ključne besede: product, product design, brand attachment, word–of–mouth