EF, Central Economics Library, Ljubljana (CEKLJ)
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Anketa o porabniških stereotipih glede blagovnih znamk, 2019 [Elektronski vir] = Survey about consumer stereotypes about brands, 2019Gidaković, Petar ; Žabkar, VesnaRaziskava je bila izvedena v okviru mednarodnega raziskovalnega projekta "Spremljanje preferenc potrošnikov skozi potrošniške stereotipe", katerega namen je proučiti, kako različne vrste porabniških ... stereotipov v zvezi z blagovnimi znamkami (država izvora, tipični kupci znamke, znamka sama) vplivajo na nakupno vedenje porabnikov. Stereotipe, skladno z modelom vsebine stereotipov (angl. Stereotype content model), opredelimo kot zaznave topline in kompetentnosti objekta (znamke, kupca, države). Skladno z obstoječimi raziskavami, ki so posamezne vrste stereotipov obravnavale v izolaciji, predvidevamo, da imajo vsi trije porabniški stereotipi vpliv na stališča in namere porabnikov. Zato je bil namen te raziskave izmeriti vse tri stereotipe, stališča in nakupne namere porabnikov glede različnih blagovnih znamk. To nam omogoča preverbo alternativnih teoretičnih modelov o povezavah med tremi stereotipi in njihovem vplivu na stališča in nakupne namere porabnikov.Type of material - electronic resourcePublication and manufacture - Ljubljana : Univerza v Ljubljani, Arhiv družboslovnih podatkov, 2019Language - slovenianCOBISS.SI-ID - 25673958
Author
Gidaković, Petar |
Žabkar, Vesna
Topics
blagovne znamke |
demografija |
oglaševanje |
brands |
demography |
advertising
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JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Gidaković, Petar | 51360 |
Žabkar, Vesna | 15495 |
Source: Personal bibliographies
and: SICRIS
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