Identifikacija potrošnika z blagovno znamko : diplomsko delo

Grujičić, Nina (avtor), Podnar, Klement (mentor)

Podjetja so se čedalje bolj začela osredotočati na pomen blagovnih znamk in na zavedanje, da lahko z močno čustveno vezjo med potrošnikom in blagovno znamko dosežejo višji tržni delež ter posledično višji dobiček. Čedalje bolj pa je poudarjena močna vez, ki se razvije med potrošniki in blagovnimi znamkami, med katerimi prihaja do vedenjskega procesa, kar lahko vodi do identifikacije. Cilj podjetij bi moralo biti upravljanje identitete blagovne znamke in najti primeren način kako razviti blagovno znamko, s katerimi se lahko potrošniki močno identificirajo. V diplomskem delu se osredotočim predvsem na imidž (podobo) blagovne znamke, pa tudi na samo osebnost blagovne znamke. Osredotočim se tudi na teorijo skladnosti imidža (podobe). Na podlagi teoretičnih izhodišč sem oblikovala hipotezo, ki predpostavlja, da bolj ko je podoba blagovna znamka skladna s samopodobo potrošnika, višja bo identifikacija potrošnika z blagovno znamko. V spletnem anketnem vprašalniku sem upoštevala 152 ustreznih odgovorov anketirancev, na podlagi katerih sem naredila potrebne analize in s pomočjo katerih sem potrdila raziskovalno hipotezo. Diplomsko delo sklenem s ključnimi ugotovitvami in predlogi za nadaljnje raziskovanje.

• Jezik: Slovenski jezik
• Ključne besede: identifikacija, imidž, osebnost, blagovna znamka, skladnost
• Vrsta gradiva: Diplomsko delo/naloga
• Tipologija: 2.11 - Diplomsko delo
• Organizacija: FDV - Fakulteta za družbene vede
• Kraj izida: Ljubljana
• Založnik: N. Grujičić
• Leto izida: 2024
• Št. strani: 1 spletni vir (1 datoteka PDF (46 str.))
• PID: 20.500.12556/RUL-161903
• UDK: 366.1:658.626(043.2)
• COBISS.SI-ID: 210463491
• Datum objave v RUL: 15.09.2024

GRUJIČIĆ, Nina, 2024, Identifikacija potrošnika z blagovno znamko : diplomsko delo [na spletu]. Diplomsko delo. Ljubljana : N. Grujičić. [Dostopano 30 maj 2025]. Pridobljeno s: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=slv&id=161903

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: Consumer identification with a brand

Izvleček

Increasingly, companies have begun to focus on the importance of brands and the awareness that with a strong emotional bond between the consumer and the brand, they can achieve a higher market share and, consequently, of course, profits. However, an increasing emphasis is placed on the strong bond that develops between consumers and brands, between which a behavioural process occurs that can lead to identification. Companies needs to have a goal of brand identity management and find a suitable way to develop brands that consumers can strongly identify with them. In my work, I focus mainly on the image of the brand as a key factor of identification, as well as on the personality of the brand itself. I also focus on the theory of the conformity of image and self-image, which, according to the theoretical starting points, should lead to the identification of consumers with brands. On the basis of the theoretical starting points, I have formulated a hypothesis that assumes that the more consistent the brand image is with the consumer's self-image, the greater the consumer's identification with the brand will be. However, in order to achieve a high level of identification, there must be consistency between the personality characteristics of the brands and the personality characteristics of the consumer. In the online questionnaire, I took into account 152 relevant responses from respondents, on the basis of which I performed the necessary analyses to confirm the research hypothesis. I conclude my thesis with key findings and suggestions for further research.

• Ključne besede: identification, image, personality, brand, congruence