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Odzivi porabnikov na aktivizem korporacijskih znamk : magistrsko deloPaternoster, ZalaKorporacije 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.Type of material - master's thesis ; adult, seriousPublication and manufacture - Ljubljana : [Z. Paternoster], 2022Language - slovenianCOBISS.SI-ID - 126559491
Author
Paternoster, Zala
Other authors
Podnar, Klement
Topics
Tržno komuniciranje |
Podjetja |
Vedenje potrošnikov |
Univerzitetna in visokošolska dela |
korporacijska znamka |
aktivizem |
porabniki |
corporate brand |
activism |
consumers
Library | Call number – location, accession no. ... | Copy status |
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FSS, J. Goričar Central Social Sciences Library, Ljubljana | Č Ms 17552 Closed stacks | loan not possible |
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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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Paternoster, Zala | |
Podnar, Klement | 21606 |
Source: Personal bibliographies
and: SICRIS
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