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Eksperiment o korporativnem ugledu, porabniških stereotipih in zaupanju, 2019 [Elektronski vir] = Experiment about corporate reputation, consumer stereotypes and trust, 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). Ta eksperiment se osredotoča na porabniške stereotipe v zvezi s korporativno blagovno znamko in poskuša odgovoriti na vprašanje, kako dimenzije korporativnega ugleda (naravnanost k odjemalcem, dober delodajalec, družbeno in okoljsko odgovorno podjetje, kakovost izdelkov in storitev ter finančno močno in zanesljivo podjetje) vplivajo na zaznave topline oziroma kompetentnosti. Poleg tega pa je cilj raziskave tudi preveriti, kako zaznave topline in kompetentnosti prenašajo (mediacija) vplive dimenzij korporativnega ugleda na zaupanje porabnika do korporativne znamke. Za potrebe preverjanja konceptualnega modela je bil oblikovan eksperiment, pri katerem so raziskovalci manipulirali informacije v predstavitvi namišljenega telekomunikacijskega podjetja. Manipulacija informacij se je nanašala na posamezne dimenzije korporativnega ugleda. Kontrolni skupini niso bile podane informacije v zvezi z dimenzijami korporativnega ugleda, v ostalih petih skupinah pa je bil opis podjetja pripravljen tako, da je vseboval pozitivno informacijo o posamezni dimenziji korporativnega ugleda, kar pomeni, da je bil raziskovalni načrt eno-faktorski s šestimi skupinami udeležencev.Type of material - electronic resourcePublication and manufacture - Ljubljana : Univerza v Ljubljani, Arhiv družboslovnih podatkov, 2019Language - slovenianCOBISS.SI-ID - 25674470
Author
Gidaković, Petar |
Žabkar, Vesna
Topics
blagovne znamke |
demografija |
oglaševanje |
brands |
demography |
advertising
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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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