magistrsko delo
Marko Cej (Avtor), Aleksandra Pisnik Korda (Mentor)

Povzetek

Uspeh pridobitvenih podjetij je v ustvarjanju dobička. Številne organizacije strmijo k pridobivanju podpornikov v čim večjem številu, vendar so uspešne le tiste, katerim uspe ustvariti zveste odjemalce. Uspešne so tiste, katerim uspe vzpostaviti pristen, morda celo intimen odnos z odjemalci in tiste, katere za ta odnos skrbijo. Identificiranje odjemalca z blagovno znamko oziroma organizacijo je odnos h kateremu bi se morale ozirati vse organizacije, katere si želijo ustvariti zvestega entuziasta, ki iskreno promovira organizacijo, njene izdelke oziroma storitve in jo podpira na vseh področjih. Blagovne znamke so tista vrednost vsakega podjetja, ki vplivajo na odjemalčevo pozornost s svojo atraktivno identiteto, edinstveno podobo, ter izražajo vrednote in osebnostne značilnosti, ki jih potencialni odjemalec prepozna kot sebi podobne oziroma želene. Tako se lahko vzpostavi proces identificiranja odjemalca z blagovno znamko, kateri je koristen za vse deležnike, ki nastopajo v tem odnosu. V magistrski nalogi smo ugotavljali dejavnike, ki so kakorkoli pozitivno povezani in vplivajo na nastanek tega odnosa. Iz strokovne literature smo izbrali pet (prestiž, edinstvenost, komuniciranje, vrednost samo izražanja osebnosti, družbene koristi) dejavnikov in dve (zvestoba, ustvarjanje pozitivnih govoric) posledici, ki nastopajo v tem procesu. V raziskovalnem delu smo teorijo preverili na praktičnem primeru - blagovna znamka športne obutve Air Jordan. Zanimalo nas je ali so navedeni dejavniki pozitivno povezani z identifikacijo s to blagovno znamko, ter ali sta izbrani posledici pravilno domnevani kot rezultat iz tega odnosa. Rezultati so potrdili, da so dejavniki prestiž, komuniciranje blagovne znamke, vrednost samo izražanja osebnosti in družbene koristi pozitivno povezani z identificiranjem s to blagovno znamko. Edino dejavnik edinstvenost blagovne znamke v rezultatih raziskave ni bil ugotovljen za zelo pomembnega pri tem odnosu. Obe posledici sta bili pravilno izbrani in močno izraženi kot rezultat tega odnosa.

Ključne besede

blago;blagovne znamke;identiteta;identifikacija;osebnost;odjemalec;

Podatki

Jezik: Slovenski jezik
Leto izida:
Tipologija: 2.09 - Magistrsko delo
Organizacija: UM EPF - Ekonomsko-poslovna fakulteta
Založnik: [M. Cej]
UDK: 658.626
COBISS: 11807772 Povezava se bo odprla v novem oknu
Št. ogledov: 1362
Št. prenosov: 143
Ocena: 0 (0 glasov)
Metapodatki: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Ostali podatki

Sekundarni jezik: Angleški jezik
Sekundarni naslov: Customer brand identification - case: Air Jordan sneakers brand
Sekundarni povzetek: The success of the profit-companies is to create profit. Numerous organizations strive to gain its supporters of the largest possible number, but the successful are only those that succeed in building loyal customers. Thus, the successful are those that manage to establish a genuine, perhaps even an intimate relationship with the customers, and those that take care of this relationship. The customer’s identification with a brand, namely with an organization, presents an attitude that all organizations should adopt, if they wanted to develop a loyal enthusiast who would sincerely promote the organization, its products or services, and would support it in all areas. The brands present a value of any company having an impact on the client's attention due to its attractive identity and its unique image, and a potential customer recognizes its values and its personal characteristics reflected as being self-similar or desired. In this way, a process of identifying the customer with a brand may be established that is beneficial to all stakeholders engaged in this relationship. This master thesis tries to identify the factors that are in any way positively related with, and thus influence the formation of this relationship. Based on the scientific literature, we selected five factors (prestige, uniqueness, communication, self-expression value of the personality, social benefits) and two consequences (loyalty, formation of positive rumours) that are playing a role in this process. In the research work, we verified the theory based on a practical case – Air Jordan sport shoes brand. We wanted to know, whether the above-mentioned factors are positively associated with the brand identification, and whether the hypothesis presuming that the chosen consequences are a result of this relationship is correct. The results have confirmed that the factors, such as prestige, brand communication, self-expression value of the personality and social benefits are positively associated with this brand identification. Solely, the survey results did not identify the factor of brand uniqueness as very important in this relationship. Yet, both consequences, resulting from this relationship, have been properly selected and overly expressed.
Sekundarne ključne besede: brand;identity;identification;personality;brand personality;Air Jordan;
URN: URN:SI:UM:
Vrsta dela (COBISS): Magistrsko delo/naloga
Komentar na gradivo: Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani: 91 str., 15 str. pril.
ID: 8730194