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Povezanost tradicije blagovne znamke z nakupno namero potrošnikov : diplomsko deloJesenko, MonikaDandanes je trg ponudbe zelo nasičen, blagovne znamke pa se vsakodnevno trudijo za pridobitev konkurenčne prednosti in diferenciacijo med velikim naborom ponudnikov. V opisanem turbulentnem času ... nakupov se potrošniki bolj kot kdaj koli srečujejo z visoko nakupno negotovostjo. Slednji v blagovnih znamkah opazno iščejo pristnost, verodostojnost in zanesljivost. Vse to lahko pridobi prav vsaka blagovna znamka z odkritjem in aktivacijo svoje tradicije. Tradicija blagovne znamke je pogosto neprepoznano in premalo izkoriščeno premoženje podjetja, ki znamke uvrsti v posebno kategorijo in skladno s tem zahteva ustrezno upravljanje. Sestava, delovanje in vrednost tradicije blagovne znamke so predstavljeni v teoretičnem delu diplomske naloge, ki se zaključi z vplivom tradicije, ki so ga že raziskale predhodne študije. S pomočjo slednjih je v nadaljevanju izpeljan strukturni model povezav. V empiričnem delu so postavljene hipoteze analizirane s pomočjo kvantitativne metode raziskovanja. Rezultati potrdijo obstoj pozitivnega vpliva zaupanja in zvestobe blagovni znamki s tradicijo na nakupno namero potrošnikov in na njihovo pripravljenost plačati več. Prav tako rezultati potrdijo obstoj pozitivnega vpliva zaupanja na zvestobo blagovni znamki s tradicijo. Torej je tradicija blagovne znamke potrjena kot dragoceno imetje vsake blagovne znamke, ki lahko učinkovito vpliva na namere in mišljenje potrošnikov.Type of material - undergraduate thesis ; adult, seriousPublication and manufacture - Ljubljana : [M. Jesenko], 2021Language - slovenianCOBISS.SI-ID - 77477379
Author
Jesenko, Monika
Other authors
Golob, Urša, 1977-
Topics
Blagovne znamke |
Trademarks |
Vedenje potrošnikov |
Consumer behavior |
Diplomska dela |
Graduate theses |
blagovna znamka |
tradicija |
nakupna namera |
brand |
tradition |
buying intention
Library/institution |
City | Acronym | For loan | Other holdings |
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FSS, J. Goričar Central Social Sciences Library, Ljubljana | Ljubljana | ODKLJ |
not for loan 1 cop.
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Shelf entry
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Year | Impact factor | Edition | Category | Classification | ||||
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JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
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DRS, in which the journal is indexed
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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Jesenko, Monika | |
Golob, Urša, 1977- | 28675 |
Source: Personal bibliographies
and: SICRIS
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