FSS, J. Goričar Central Social Sciences Library, Ljubljana (ODKLJ)
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Vpliv všečnosti korporacijskega oglaševanja na korporacijski imidž blagovne znamke : diplomsko deloGrmek, Sara, 1998-Imidž se oblikuje na podlagi prvega vtisa o podjetju, prvi vtis pa je zelo stabilen in se spremeni le, če pride do velike spremembe v izkušnji s podjetjem. Všečnost oglasa je velikokrat tudi del ... oblikovanja imidža o podjetju. V diplomskem delu me je zanimalo, kako všečnost oglasa in njegovih specifičnih delov vpliva na imidž o podjetju. Slednje sem preverjala na podlagi kvantitativne raziskave, v katero je bilo vključenih 160 enot. Izkazalo se je, da zastavljena hipoteza drži in da všečnost korporacijskega oglasa vpliva na imidž korporacije. Najbolj se je to izkazalo na primeru oglasa korporacije Hofer, ki v danem regresijskem modelu kaže statistično značilen močen pozitiven vpliv všečnosti korporacijskega oglaševanja na imidž Hoferja.Type of material - undergraduate thesis ; adult, seriousPublication and manufacture - Ljubljana : [S. Grmek], 2022Language - slovenianCOBISS.SI-ID - 114925571
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Grmek, Sara, 1998- | ![]() |
Podnar, Klement | 21606 |
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