Vpliv zaupanja korporativne znamke na zaupanje v ekološko trgovsko blagovno znamko

Premk, Estera (avtor), Podnar, Klement (mentor)

Akademski krogi na področju marketinga v zadnjih letih vedno bolj poudarjajo ključno vlogo, ki jo ima zaupanje v odnosih izmenjave, saj lahko pripomore h konkurenčni prednosti. Koncept zaupanja, s katerim se številne znanstvene stroke ukvarjajo že stoletja, sem v svojem diplomskem delu obravnavala v navezavi na korporativno znamko ter trgovsko blagovno znamko ekoloških izdelkov. Potrošniki vedno bolj stremijo k uživanju zdrave in uravnotežene prehrane, želijo se izogniti škodljivim pesticidom, ki so prisotni v hrani, pridelani na konvencionalen način. Trgovci so se odzvali na potrebe potrošnikov in razširili svojo ponudbo z uvedbo trgovske blagovne znamke ekološko pridelanih izdelkov. Tovrstni izdelki pa zaradi svojih lastnosti zahtevajo večjo stopnjo zaupanja. Zanimal me je vpliv zaupanja v korporativno znamko na zaupanje v trgovsko blagovno znamko ekoloških izdelkov. Teoretični del oriše pozitiven vpliv zaupanja v korporativno znamko na zaupanje v trgovsko blagovno znamko, ter opredeli obe obravnavani spremenljivki – zaupanje v korporativno znamko ter zaupanje v ekološko trgovsko znamko. V empiričnem delu sem s pomočjo anketnega vprašalnika, na katerega je pravilno in v celoti odgovorilo 153 anketirancev preverjala razmerje med obema spremenljivkama in s pomočjo statistične obdelave prišla do ugotovitve, da ima zaupanje v korporativno znamko pozitiven vpliv na zaupanje v ekološko trgovsko blagovno znamko.

• Jezik: Slovenski jezik
• Ključne besede: zaupanje, korporativna znamka, trgovska blagovna znamka, ekološko pridelana živila, ekološka trgovska blagovna znamka.
• Vrsta gradiva: Diplomsko delo/naloga
• Organizacija: FDV - Fakulteta za družbene vede
• Leto izida: 2018
• PID: 20.500.12556/RUL-101733
• COBISS.SI-ID: 35690077
• Datum objave v RUL: 30.06.2018

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: The influence of trust in corporate brand on trust in organic private label brand

Izvleček

In recent years, academic circles have emphasized the key role of trust in the field of marketing because trust can help build a competitive advantage. It is common knowledge that the concept of trust has been at the point of interest of many different scientific disciplines for centuries and studied from various aspects. Our thesis, for one, is based on our research trying to look at it with relation to the corporate brand and the private label brand. As consumers increasingly strive to eat a healthier and balanced diet, they wish to avoid the pesticides found in the foods produced in conventional ways. Corporate brands had to respond to consumers’ needs and demand by expanding their supply by way of introducing private label brands of organic made products, and these demand a higher level of trust. Therefore, our main objective was to determine the impact of the trust in a corporate brand on the trust in organic private label brand. The theoretical part focuses on the positive impact of the trust in the corporate brand on the trust in organic private label brand and defines both variables: the trust in the corporative brand, on the one hand, and the trust in the organic label brand, on the other. In the empirical part, we examine the ratio between both variables: based on the valid quantitative data supplied by 153 respondents to our structured questionnaire survey and statistically analysed by way of SPSS, we have come to a conclusion that the trust in the corporate brand has a positive correlation on the trust in the organic private label brand.

• Ključne besede: trust, corporate brand, private label brand, organic made food, organic private label brand.