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Onkraj trendov : komuniciranje identitet luksuznih blagovnih znamk na primeru modne blagovne znamke Ganni : diplomsko deloStanković, NežaV zadnjih letih smo lahko opazili večjo dostopnost izdelkov in porast potrošnje v luksuzni modni industriji. V svojem diplomskem delu sem raziskovala vlogo medijske komunikacije pri reprezentaciji ... luksuzne blagovne znamke Ganni. Cilj diplomskega dela je ugotoviti, kakšne komunikacijske strategije znamka uporablja za prezentacijo svoje identitete in kako se to odraža v prepoznavnosti znamke. S pomočjo kvalitativne in interpretativne metode analize diskurza sem raziskovala, kako prezentacija blagovne znamke Ganni v medijih prispeva k prepoznavi njene identitete in kako je le-ta reprezentirana na družbenem omrežju TikTok. Za analizo sem izbrala dve kampanji iz let 2022 in 2023 ter dva TikTok posnetka, objavljena na profilu znamke v letu 2023. Glavna ugotovitev diplomskega dela je, da znamka skozi vizualne vsebine neposredno sporoča svojo identiteto in deluje celostna. Prav tako pa, da pri luksuzni modni potrošnji sodelovanje v izkušnji ustvari občutek luksuza in ekskluzivnosti, še posebej, če je ta izkušnja personalizirana.Type of material - undergraduate thesis ; adult, seriousPublication and manufacture - Ljubljana : [N. Stanković], 2023Language - slovenianCOBISS.SI-ID - 177985795
Author
Stanković, Neža
Other authors
Pušnik, Maruša
Topics
Blagovne znamke |
Mediji |
Družbena omrežja (internet) |
Univerzitetna in visokošolska dela |
luksuz |
moda |
luksuzna blagovna znamka |
komunikacijska strategija |
TikTok |
luxury |
fashion |
luxury fashion brand |
communication strategy |
TikTok
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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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Stanković, Neža | |
Pušnik, Maruša | 22331 |
Source: Personal bibliographies
and: SICRIS
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