Emocionalna navezanost potrošnikov na luksuzne znamke avtomobilov v Sloveniji : diplomsko delo

Umek, Julija (author), Golob, Urša (mentor)

Luksuz je danes še vedno ne popolnoma definiran pojem, ki skrbi za masivno potrošnjo srednjega in višjega družbenega razreda. Definicije luksuza se konstantno nadgrajujejo, saj se spreminja in pospešuje tudi sama luksuzna potrošnja, ki predstavlja čedalje večji del svetovne ekonomije. Eden izmed sestavnih delov luksuza oz. njegovh produktov pa je potrošnikova emocionalna navezanost, ki je odvisna od djeavnikov, ki krepijo intentizeto te povezave in posledično rezultirajo v višji frekvenci nakupa, ne glede na visoko ceno luksuznih produktov. Nemški avtomobilski sektor je s svojimi paradnimi znamkami (Audi, BMW, Mercedes-Benz) še posebaj relevanten pri tematiki emocionalne navezanosti na luksuzno blagovno znamko, saj predstavlja avtomobile istega cenovnega razreda, zato pri nakupu odločajo čustva, ki jih potrošnik gradi okoli posameznih treh znamk s pomočjo dejavnikov, ki vplivajo na emocionalno navezanost. Raziskava je pokazala, da trije dejavniki (skladnost idealne in dejanske samopodobe z blagovno znamko ter zadovoljstvo z blagovno znamko) pozitivno vplivajo na emocionalno navezanost, pri kateri se je izkazalo, da je idealna samopodoba bolj relevantna pri končnem izboru vozila. Prav tako je dejavnik, ki pozitivno vpliva zadovoljstvo z blagovno znamko, ki krepi emocionalno navezanost na znamko avtomobila in gradi dolgoročno zvestobo oz. ohranja potrošnike.

• Language: Slovenian
• Keywords: luksuzne znamke, emocionalna navezanost, skladnost samopodobe z blagovno znamko, zadovoljstvo z blagovno znamko, idealna in dejanska samopodoba
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [J. Umek]
• Year: 2022
• Number of pages: 57 str.
• PID: 20.500.12556/RUL-141497
• UDC: 366:330.163.15(043.2)
• COBISS.SI-ID: 126827523
• Publication date in RUL: 30.09.2022

UMEK, Julija, 2022, Emocionalna navezanost potrošnikov na luksuzne znamke avtomobilov v Sloveniji : diplomsko delo [online]. Bachelor’s thesis. Ljubljana : J. Umek. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=141497

Secondary language

• Language: English
• Title: Consumers emotional attachement towards luxury car brands in Slovenia

Abstract

Today, luxury is still an incompletely defined concept that caters to the massive consumption of the middle and upper social classes. Definitions of luxury are constantly being upgraded, as luxury consumption itself, which represents an increasingly large part of the world economy, is also changing and accelerating. One of the components of luxury or of its products is the consumer's emotional attachment, which depends on factors that strengthen the intensity of this connection and consequently result in a higher frequency of purchase, regardless of the high price of luxury products. The German automotive sector with its flagship brands (Audi, BMW, Mercedes-Benz) is particularly relevant when it comes to the topic of emotional attachment to a luxury brand, as it represents cars of the same price class, therefore the emotions that the consumer builds around the individual three brands make the decision when purchasing with the help of factors that affect emotional attachment. The research showed that three factors (congruence of the ideal and actual self-image with the brand, satisfaction with the brand) have a positive effect on emotional attachment, in which the ideal self-image proved to be more relevant in the final choice of vehicle. Consumer satisfaction with the brand is also a factor which strengthens emotional attachment to the car brand and builds long-term loyalty and keeps consumers in the loop.

• Keywords: luxury brands, emotional attachment, self-congruence, brand satisfaction, ideal and actual self-congruence