diplomsko delo
Anja Jazbec Leben (Author), Urša Golob (Mentor)

Abstract

Živimo v času, ko lahko izberemo en izdelek, a različnih blagovnih znamk. Potrošnik se pri nakupu ne odloča le, kateri izdelek si želi, ampak izbira tudi med različnimi ponudniki (oz. znamkami) istega izdelka. Ker je izbira res velika, postanejo kupcem pomembni številni dejavniki, med drugim kakovost in podoba blagovne znamke. Namen diplomske naloge je bil raziskati povezavo med podobo države izvora ter kakovostjo, podobo blagovne znamke in nakupno namero. Zanimalo me je predvsem, ali se potrošniki še vedno zanašajo pretežno na izvor izdelka ali jim več pomenijo drugi dejavniki, kot sta kakovost in podoba blagovne znamke. Izsledki kvantitativne analize so pokazali, da se nakupna namera poveča, ko so podoba države izvora, kakovost in podoba blagovne znamke boljši. Ne gre sicer zanemariti ugotovitve, da je vpliv, ki ga ima podoba države izvora na nakupno namero, posreden ter manjši, kot ga imata kakovost in podoba znamke, po drugi strani pa ne smemo pozabiti, da potrošniki pri vrednotenju kakovosti in podobe znamke izhajajo prav iz podobe države izvora.

Keywords

podoba države izvora;zaznana kakovost;podoba blagovne znake;nakupna namera;Diplomska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [A. Jazbec Leben]
UDC: 366:659.126(043.2)
COBISS: 77475075 Link will open in a new window
Views: 243
Downloads: 34
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Other data

Secondary language: English
Secondary title: The impact of the brand's country of origin image on purchase intention
Secondary abstract: We live in a time where while purchasing a product, we can choose from a variety of different brands. Consumers no longer base their purchase decisions on the type of the products they want, but also their brands. Because of the overwhelming choice, number of factors now impact their decision, including perceived quality and brand image. The aim of the thesis was to investigate the connection between country of origin image, perceived quality, brand image and purchase intention. My main goal was to explore whether consumers still predominantly rely on the origin of the product when making purchasing decisions, or are there other, more important factors involved such as quality and brand image. The results of the quantitative analysis suggest that purchase intention indeed increases with better country of origin image, perceived quality and brand image. While it is true that the influence of the country of origin image on purchase intention is indirect and lower than that of the perceived quality and brand image, it should not be forgotten that it is the image of the country of origin that consumers rely on when forming judgements about the quality and brand image.
Secondary keywords: country of origin image;perceived quality;brand image;purchase intention;Blagovne znamke;Trademarks;Izbira blagovne znamke;Brand choice;Potrošniki;Consumers;Graduate theses;
Type (COBISS): Bachelor thesis/paper
Study programme: 0
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 76 str.
ID: 13116246