Odnosi med spletnim trženjem od ust do ust, oglaševanjem in dimenzijami premoženja blagovne znamke

Konečnik Ruzzier, Maja (author), Petek, Nuša (author), Bavdaž, Mojca (author)

Trženjsko-komunikacijska orodja v interaktivnem okolju niso več pod polnim nadzorom tržni-kov, zato je pomembno poznati njihov vpliv na proces ustvarjanja premoženja blagovne znamke. V članku pod drobnogled vzamemo vpliv spletnega trženja od ust do ust in televizijskega oglaševanja na posamezne dimenzije premoženja blagovne znamke v očeh porabnikov in ga preverjamo na vzorcu slovenskih porabnikov. Raziskava potrjuje pomembno vlogo obeh vrst orodij, a tudi opozarja na previdnost pri naslavljanju posameznih dimenzij premoženja blagovne znamke. Rezultati pritrjujejo nadgradnji tradicionalnih trženjsko-komunikacijskih orodij z interaktivnimi orodji, ki običajno vključujejo porabnike in jih spodbujajo k soustvarjanju blagovne znamke, vendar ne na račun zanemarjanja tradicionalnega oglaševanja. Ključni pojmi: trženjsko komuniciranje, spletno trženje od ust do ust, televizijsko oglaševanje, premoženje blagovne znamke v očeh porabnikov.

• Language: Slovenian
• Keywords: trženje, oglaševanje, blagovne znamke
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: EF - School of Economics and Business; FDV - Faculty of Social Sciences
• Publication status: Published
• Publication version: Version of Record
• Publication date: 28.12.2022
• Year: 2022
• Number of pages: Str. 805-828, 1023
• Numbering: Vol. 49, no. 4
• PID: 20.500.12556/RUL-143815
• UDC: [659.145:077+659.131.7:075.2]:659.126
• ISSN on article: 0040-3598
• DOI: 10.51936/tip.59.4.805–828
• COBISS.SI-ID: 135959555
• Publication date in RUL: 12.01.2023

KONEČNIK RUZZIER, Maja, PETEK, Nuša and BAVDAŽ, Mojca, 2022, Odnosi med spletnim trženjem od ust do ust, oglaševanjem in dimenzijami premoženja blagovne znamke. Teorija in praksa : revija za družbena vprašanja [online]. 2022. Vol. 49, no. 4, p. 805–828, 1023. [Accessed 26 April 2025]. DOI 10.51936/tip.59.4.805–828. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=143815

Record is a part of a journal

• Title: Teorija in praksa : revija za družbena vprašanja
• Shortened title: Teor. praksa
• Publisher: Fakulteta za družbene vede
• ISSN: 0040-3598
• COBISS.SI-ID: 763652

Secondary language

• Language: English
• Title: Relationships between electronic word-of-mouth, advertising and dimensions of consumer-based brand equity

Abstract

Marketing communication tools are not under the complete control of marketers in an interactive environment, making it important to know how they impact the brand equity creation process. The article studies the impact of electronic word-of-mouth and television advertising on dimensions of consumer-based brand equity and tests it on a sample of Slovenian consumers. Alongside the presented research confirming the important role of both communication tools, it shows the need for prudence in addressing separate brand equity dimensions. The results support upgrading the traditional communication mix with interactive tools that typically involve and stimulate consumers to co-create brands, yet not at the cost of neglecting traditional advertising.

• Keywords: marketing, advertising, brands