20.500.12556/DKUM-39685 VREDNOST ZNAMKE "HELLO KITTY" CUSTOMER-BASED BRAND EQUITY OF HELLO KITTY Raziskovalno delo temelji na vrednosti znamke ter predšolskih otrocih. Ta dva sklopa smo najprej podkrepili s teorijo, v empiričnem delu pa med seboj povezali. Predšolski otroci in njihovi starši se prepletajo. Zato smo v empiričnem delu naloge izvedli kvantitativno raziskavo. Z njo smo ugotavljali, kakšna je vrednost znamke Hello Kitty v očeh predšolskih otrok. To vrednost pa je predstavljalo zavedanje o znamki, čustvena navezanost na samo znamko, podoba o znamki ter zaznana kakovost znamke. Our research is based on brand equity and preschoolers. We first gave theoretical basis for this two constructs, and then the empirical evidence, where we linked these two constructs. Preschoolers and their parents interact. Therefore in empirical part of the paper work we implement quantitative research. We tried to research what is the brand equity of Hello Kitty in prechoolers eyes. This brand equity represented brand awareness, emotional attachment to the brand, brand image and perceived quality of the brand. znamka vrednost znamke zavedanje o znamki čustvena navezanost na znamko podoba zaznana kakovost znamke otroški trg odjemalec predšolski otroci brand brand equity brand awareness emotional attachment to the brand brand image perceived quality of the brand child market consumer preschoolers true true false [P. Pompe] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2013-02-16 19:56:43 2013-06-11 11:58:01 2022-05-12 23:08:40 2021-04-22 03:32:04 2013 0 Sevnica 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 11406108 URN:SI:UM:DK:R9BDGSBD MAG_Pompe_Polona_2013.pdf MAG_Pompe_Polona_2013.pdf 1 D100D29A8AE5E387944F1386C0BC43C3 f78a1a1a47329699a4d36f8c2dc802398e45ed8ada1e2566455223e69fc87f35 4932d344-7c09-11eb-bb7a-00155d0001ca 20.500.12556/dkum/05467215-702e-439b-aed3-37042b84abb1 https://dk.um.si/Dokument.php?lang=slv&id=54734 Ekonomsko-poslovna fakulteta 0 0 0