20.500.12556/DKUM-60660 ODNOS MED VPLIVOM ČUSTEV IN VSEBINO OGLASNEGA SPOROČILA PRI NAKUPU iPHONE-a RELATION BETWEEN THE EMOTIONAL INFLUENCE AND CONTENT OF THE ADVERTISEMENT MESSAGE IN THE PROCESS OF PURCHASING AN iPHONE V diplomskem delu smo raziskovali vedenja in nakupne navade potrošnikov, ko gre za mobilni aparat, ter v koliki meri jih pri tem zanesejo v nakup čustva. Prav tako smo predstavili marketinške prijeme prodaje podjetja Apple, še posebej njihovih pametnih telefonov iPhone ter vpliv na nakup preko čustvene odzivnosti nanje. Skozi raziskovalni del in raziskovalna vprašanja smo ugotovili, da se ljudje še vedno velikokrat za nakup odločijo glede na viden izdelek ali aparat in da so pri nakupih predvsem razumni in ne toliko zapravljivi, kot bi si oglaševalski lobiji morebiti želeli. In this thesis, we investigated the behavior and purchasing habits of consumers when it comes to a mobile phone and the role of emotion iOS in the purchasing process. We also studied marketing strategies of Apple inc., focusing on their smartphone product knows as the iPhone and the impact on sales through emotional response to their advertising. With the help of our research questions we discovered, that people still often decide to purchase a product based on its visual appearance and also that they act more reasonable when it comes to buying an actual product and not as impulsive as the advertising lobbies would like them to. Oglaševanje marketing vpliv čustev Apple iPhone Advetinsing marketing emotions in advertising Apple iPhone true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2016-06-28 18:09:45 2016-10-03 09:56:59 2022-06-24 03:14:25 2019-07-11 11:54:14 2016 0 Kranj 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7696403 URN:SI:UM:DK:53WY9OZN UN_Krzicnik_Urban_2016.pdf UN_Krzicnik_Urban_2016.pdf 1 1298ED7F47545D53430080F95D85BDA9 3b5a1937d574da04b991c64757b1c4857cfa99745ff784de4818ff578a5a0556 cd8eef81-7c0c-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=95667 Fakulteta za organizacijske vede 0 0 0