magistrsko delo
Ajda Mavrić (Author), Damijan Mumel (Mentor)

Abstract

Samopodoba in imidž blagovne znamke sta dva kompleksna pojma. Tako samopodoba kot tudi imidž blagovne znamke ne nastaneta čez noč, temveč skozi dolgotrajen proces. Magistrsko delo je sestavljeno iz teoretičnega in empiričnega dela. V empiričnem delu smo predstavili pojem blagovne znamke, samopodobo oseb, skladnost samopodobe posameznika in blagovne znamke ter blagovne znamke spodnjega perila. V empiričnem delu smo želeli ugotoviti, ali obstajajo razlike med moško in žensko samopodobo ter uporabo blagovnih znamk spodnjega perila, ter preveriti, ali je ujemanje samopodobe moških z imidžem znamke, ki jo imajo, nižje kot pri ženskah. Pri izdelavi magistrske naloge smo izbrali primerjavo med šestimi blagovnimi znamkami spodnjega perila za ženske, in sicer: H&M, Lisca, Calvin Klein, Palmers, Triumph in Skiny. Za moške smo izbrali pet znamk spodnjega perila: H&M, Calvin Klein, Galeb, Lisca in Tommy Hilfiger. V uvodnem delu smo opredelili področje raziskave in problem, namen, cilje in hipoteze, predpostavke in omejitve ter uporabljene metode raziskovanja. S pomočjo drugega poglavja smo opredelili ključne pojme, ki sestavljajo blagovno znamko. V tretjem poglavju smo zapisali opredelitve samopodobe, samozavesti, samospoštovanja in razlike med moško ter žensko samopodobo. S pomočjo četrtega poglavja smo predstavili skladnost samopodobe posameznika in blagovne znamke. V nadaljevanju smo predstavili blagovne znamke spodnjega perila, ki smo jih navedli že zgoraj. V empiričnem delu smo s pomočjo metode anketiranja analizirali uporabnike spodnjega perila zgoraj omenjenih znamk. V ta namen smo uporabili anketni vprašalnik. Izbrali smo nekatere izmed že postavljenih dimenzij, ki jih je zapisal Malhotra, določen del pa smo prilagodili svojim dimenzijam. Z anketnim vprašalnikom smo anketirali 158 uporabnikov spodnjega perila. Vzorčni okvir je zajemal osebe v starostni skupini od 16 do 63 let. Držali smo se predpostavke, da bo približno polovica vzorca moškega spola in polovica vzorca ženskega spola. Ugotovili smo, da se samopodoba glede na spol ne razlikuje. Dobljeni rezultati, tako za moške kot tudi za ženske, so nam prikazali, da se imidži znamk spodnjega perila med seboj razlikujejo. Največ oseb, tako ženskega kot tudi moškega spola, ima v lasti blagovno znamko spodnjega perila H&M.

Keywords

blagovne znamke;kupci;zvestoba;samopodoba;image;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [A. Mavrić]
UDC: 658.89:658.626(043.2)
COBISS: 13182748 Link will open in a new window
Views: 639
Downloads: 127
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Other data

Secondary language: English
Secondary title: ǂThe ǂcongruence of self-image and brand image of underwear
Secondary abstract: Self-image and brand image are two complex concepts. Both, self-image and brand image do not occur overnight, but we need to take long period of time to establish the best image of our brand. The master's thesis is structured in two parts, first it is theoretical part in which we introduced the notion of a brand, the self-image of persons, the coherence of the self-image of the individual and the brand, and lastly the brands of underwear. In the practical part of master's thesis we wanted to find out whether there are differences between male and female self-image and the use of underwear brands. We also wanted to check if the self-image of men match with the image of the brand and if the match is lower than women have. During the master's thesis we selected six women's underwear brands, these are: H&M, Lisca, Calvin Klein, Palmers, Triumph and Skiny. For men, we choose five underwear brands: H&M, Calvin Klein, Galeb, Lisca and Tommy Hilfiger. In the introduction we defined our field of research and problem, purpose, goals and hypotheses, assumptions and constraints of the research and the applied research methods. Using the second chapter, we have identified the key concepts about brand. In the third chapter we wrote the definitions of self-esteem, self-respect, self-confidence and differences between men and women's self-esteem. In the fourth chapter, we presented the coherence of the self-image of the individual with the brand. Below we wrote about the brands of underwear, which we have already mentioned above. In the empirical part we did a survey with questionnaire. We analyzed the underwear users of the brands which we mentioned above. We have selected some of the already set dimensions written by Malhotra. We adjusted the specific part with our dimensions. With the survey we interviewed 158 users of underwear with a questionnaire. The sample frame covered people in the age group of 16 and up to 63 years. We have assumed that approximately half of the sample will be male users and half of them will be female. We have found that self-esteem does not differ according to gender. The result obtained both, men and women, showed us that the image of the underwear brands differ between gender. The most of the female and male, own the H&M brand of underwear.
Secondary keywords: underwear;image;brand;self-image;Lisca;H&M;
URN: URN:SI:UM:
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: IV, 101 str., 10 str. pril.
ID: 10962272