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Odzivi porabnikov na aktivizem korporacijskih znamk : magistrsko delo
ID Paternoster, Zala (Author), ID Podnar, Klement (Mentor) More about this mentor... This link opens in a new window

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Abstract
Korporacije delujejo v družbenopolitičnem prostoru in kot take od družbenih, političnih ter pravnih tematik niso distancirane. Za doseganje marketinške odličnosti korporacije potrebujejo marketinške vodje, ki zmorejo usmerjati zmožnosti, kulturo in zaposlene, strukturo, metriko, motivacijo in kontrolo, saj se korporacija le tako lahko kot celota kontinuirano odziva spremembam ter se adaptira izzivom trga. Pri tem korporacije vse pogosteje uporabljajo aktivizem kot marketinško orodje. Želja po aktivizmu lahko za podjetje nastane zaradi pritiskov javnosti ali pa so podjetja tista, ki ženejo družbene spremembe. Za podjetja je lahko aktivizem naslednji smiselni (in nujni) korak, s katerim gradijo dobro ime znamke in premikajo smernice družbenih sprememb. Raziskovanje vpliva aktivizma korporacijskih znamk na porabnike je zato relevantno, saj je vzajemni vpliv aktivističnih dejanj, tako korporacij kot tudi njenih deležnikov, za doseganje marketinškega uspeha treba poznati. Magistrsko delo zato s pomočjo vprašalnika ugotavlja pričakovanja porabnikov, njihove odzive na aktivizem korporacijskih znamk ter pomen tematike zagovorništva. Ugotovitve raziskave lahko predstavljajo pomembne priložnosti za nadaljnje marketinške odločitve, upravljanje korporacijskih znamk in korporacijsko komuniciranje nasploh.

Language:Slovenian
Keywords:korporacijska znamka, aktivizem, porabniki, družbenopolitično.
Work type:Master's thesis/paper
Typology:2.09 - Master's Thesis
Organization:FDV - Faculty of Social Sciences
Place of publishing:Ljubljana
Publisher:[Z. Paternoster]
Year:2022
Number of pages:76 str.
PID:20.500.12556/RUL-141798 This link opens in a new window
UDC:005.7:316.4(043.2)
COBISS.SI-ID:126559491 This link opens in a new window
Publication date in RUL:08.10.2022
Views:1779
Downloads:68
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Secondary language

Language:English
Title:Consumer Reactions to Corporate Activism
Abstract:
Corporations operate in a social and political space, and as such they are not dissociated from social, political and legal problems. In order to achieve marketing excellence, corporations require marketing leaders who are able to navigate their capabilities, culture and employees, structure, metrics, motivation and control, as in this way corporations are able to continuously react to changes as a whole and adapt to market challenges. In this process, corporations increasingly use activism as a marketing tool. Companies become activist due to public pressure or because they want to bring about social change themselves. For companies, activism can be the next reasonable (and necessary) step taken to establish a good reputation of the brand and accelerate social change. For this reason, studying the effect of corporate activism on consumers is relevant, as it is important to be aware of the reciprocal effect of activist actions of both corporations and its stakeholders to achieve marketing success. By the means of a survey, this master’s thesis tries to determine consumer expectations, their reactions to activism of corporate brands and the importance of advocacy. Findings of this research can act as an important basis for future marketing decisions, corporate brand management and corporate communication in general.

Keywords:corporate brand, activism, consumers, sociopolitical.

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