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Antropomorfizacija znamk : preverjanje zanesljivosti in veljavnosti dveh izbranih načinov merjenjaTuškej Lovšin, UrškaPričujoči prispevek se na teoretski in empirični ravni ukvarja s konceptom antropomorfizacije znamk in empirično preverja načine merjenja tega pojava. Izhajajoč iz teorije opredeli dva načina, na ... katera lahko merimo antropomorfizacijo znamk, in oblikuje dva avtorska instrumenta, ki ju empirično preveri s kvantitativno študijo, izvedeno na vzorcu 464 slovenskih potrošnikov. Rezultati študije pokažejo, da oba predlagana merska instrumenta omogočata zanesljivo in veljavno merjenje antropomorfizacije znamk. Ta študija tako znanosti kot praksi ponuja dva instrumenta, ki omogočata merjenje obsega, do katerega potrošniki izbrano znamko zaznavajo kot človeško entiteto. Rezultati študije potrjujejo tudi pozitivni vpliv antropomorfizacije znamk na čustveno zavezanost potrošnika in prispevajo k utemeljitvi vloge, ki jo ima antropomorfizacija znamk pri vzpostavljanju odnosov med potrošniki in znamkami.Source: Akademija MM : slovenska znanstvena revija za trženje. - ISSN 1408-1652 (Letn. 13, [št.] 27, 2018, str. 21-35)Type of material - article, component partPublish date - 2018Language - slovenianCOBISS.SI-ID - 35568477
Author
Tuškej Lovšin, Urška
Topics
Blagovne znamke |
Trademarks |
Potrošniki |
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source: Akademija MM : slovenska znanstvena revija za trženje. - ISSN 1408-1652 (Letn. 13, [št.] 27, 2018, str. 21-35)
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Tuškej Lovšin, Urška | 52177 |
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