magistrsko delo
Julija Lojen (Author), Klement Podnar (Mentor)

Abstract

V zadnjih treh desetletjih je lojalnost potrošnikov podjetju ali tržni znamki veljala za enega izmed temeljnih stebrov, ki so pripomogli k večji donosnosti podjetij. Skrb za že obstoječe kupce je namreč stroškovno gledano veliko cenejša, kot je iskanje in pridobivanje novih. A trgi so se od zgodnjih devetdesetih let drastično spremenili, z razmahom tehnologije pa so se odprli novi kanali in razsežnosti doseganja ciljnih kupcev. Namen magistrskega dela je osvetliti pojem lojalnosti potrošnikov tržni znamki ter raziskati vpliv treh pomembnih dejavnikov: zadovoljstva potrošnika s tržno znamko, zaupanja tržni znamki in imidža tržne znamke. V teoretičnem delu so zbrane različne definicije lojalnosti, ki ponujajo podroben vpogled v dosedanje raziskovanje in podane ključne informacije o pomembnosti treh omenjenih dejavnikov. V raziskovalne namene je bilo opravljeno zbiranje podatkov s pomočjo ankete. Analiza pridobljenih podatkov pa je omogočila potrditev dveh od treh zastavljenih hipotez in potrdila pomemben vpliv zadovoljstva, zaupanja in imidža tržne znamke na lojalnost potrošnikov.

Keywords

lojalnost potrošnikov tržni znamki;zaupanje potrošnikov tržni znamki;zadovoljstvo potrošnikov s tržno znamko;imidž tržne znamke;Vedenje potrošnikov;Potrošniki;Blagovne znamke;Zaupanje;Magistrska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [J. Lojen]
UDC: 366(043.2)
COBISS: 19369475 Link will open in a new window
Views: 464
Downloads: 181
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Other data

Secondary language: English
Secondary title: Antecedents of Brand Loyalty
Secondary abstract: Over the past three decades, brand loyalty has been considered one of the foundations for increasing corporate profitability, mostly because caring for existing customers is less expensive than searching for and acquiring new customers. However, markets have changed drastically since the early nineties, and with the rise of technology, new channels and dimensions of reaching the target audience have become available. The purpose of this thesis is to shed light on the concept of brand loyalty and research the influence of three important antecedents: brand satisfaction, brand trust, and brand image. In the theoretical part, various definitions of brand loyalty are presented, which offer a detailed insight into the research conducted so far and provide key information about the importance of the three aforementioned factors. For research purposes, the data were collected using a survey. The analysis of the data gathered enabled the confirmation of two out of three hypotheses and confirmed the importance of brand satisfaction, brand trust, and brand image when it comes to brand loyalty.
Secondary keywords: brand loyalty;brand trust;brand satisfaction;brand image;Consumerism;Consumers;Trademarks;Trust;Master's theses;
Type (COBISS): Master's thesis/paper
Study programme: 0
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 56 str.
ID: 11793642