20.500.12556/DKUM-73915 Povezava med blagovnimi znamkami in živalmi Connection between brands and animals V uvodnem delu magistrske naloge smo predstavili področje raziskave in problem, namen, cilje, predpostavke in omejitve ter uporabljene metode raziskovanja. V teoretičnem delu smo pojasnili in predstavili teoretično podlago za našo raziskavo. Predstavili smo pojem blagovna znamka, osebnost, osebnost blagovne znamke, osebnost živali, prepoznavanje znamk izdelkov, imidž izdelka ter simboliko živali. V empiričnem delu smo s pomočjo metode anketiranja anketirali naključno izbrane anketirance. Z anketnim vprašalnikom smo anketirali 157 anketirancev. Vzorčni okvir je zajemal osebe v starosti od 15 do 64 let. Držali smo se predpostavke, da bo približno polovica vzorca moškega in polovico vzorca ženskega spola. V empiričnem delu smo želeli ugotoviti, ali se blagovna znamka in žival povezujeta ter razlike med moško in žensko izbiro blagovne znamke za podane živali. Pri izdelavi magistrske naloge smo najprej podali šest primerov blagovne znamke, za katere so morali anketirani napisati, katera žival bi najbolje predstavljala podano blagovno znamko. Izbrali smo naslednje blagovne znamke, ki za svoj simbol ne uporabljajo živali: Volkswagen, Adria Airways, Bramac, Elan, Google in Zelene doline. Nato pa smo podali petnajst naključno izbranih živali, za katere so anketirani morali podati predlog blagovne znamke, ki bi jo ta žival najbolje predstavila. Izbrali smo naslednje živali: bober, jež, volk, štorklja, slon, zajec, želva, polž, orel, opica, delfin, pav, koza, veverica in sova. Ugotovili smo, da so živali pomemben del blagovnih znamk. Dobljeni rezultati tako za moške in ženske so nam prikazali, da je bila izbira blagovne znamke pri večini živali zelo podobna, ter da so tako moški kot ženske prepoznali skupne lastnosti med blagovno znamko in živalmi. The introduction of the thesis represents the field of our research and research problem, purpose, objectives, assumptions and constraints of the research and the applied research methods. Theoretical part explains and represents necessary terms, which are important for our research. It introduces the term of a brand name, personality, personality of a brand name, personality of animals, identifies product brands, images of the product and symbolism of animals. Empirical part consists of a survey among 157 interviewers who were randomly chosen to fill in a questionnaire. The sample frame covered people in the age between 15 and 64. We assumed that approximately half of the sample will be male respondents and half of them will be female. In the empirical part, we wanted to discover if the brand name is connected with the animals and the difference between the male and female brand choices for the given animals. The first part of the master´s thesis consists of six examples of the brand name. Interviewers were asked to write down which animal in their opinion represents the best the given brand name. We have selected the following brand names that do not use animals in their symbol: Volkwagen, Adria Airways, Bramac, Elan, Google and Zelene doline. In addition, we gave them fifteen randomly selected animals and the respondents had to submit their suggestion of the brand name that this animal would represent the best. We selected the following animals: beaver, hedgehog, wolf, stork, elephant, rabbit, turtle, snail, eagle, monkey, dolphin, peacock, goat, squirrel and owl. Research showed that animals are an important part of brand names. Gathered results of male and female populations showed that the choice of the brand name is almost the same for most of the animals and that both men and women recognized common characteristics between the brand name and the animals. blagovna znamka osebnost osebnost blagovne znamke osebnost živali simbolika živali brand name personality brand name personality personality of animals symbolism of animals true true false [Š. Šibal] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2019-07-01 14:03:22 2019-10-22 11:51:24 2022-08-02 06:29:37 2019-10-23 03:27:07 2019 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 13417244 URN:SI:UM:DK:PPCYYHWS MAG_Sibal_Spela_2019.pdf MAG_Sibal_Spela_2019.pdf 1 EEB811EB1E6DD5A0088D63BF21CF562C 648e5fc8fb2d85f1669b76b3997d2ce653a75288c684051a5b6308d546e243c7 7c2e2bd5-7c07-11eb-bb7a-00155d0001ca 20.500.12556/dkum/f77a8dd8-cc6c-4ea8-aec9-eecce0727a2a https://dk.um.si/Dokument.php?lang=slv&id=135145 Ekonomsko-poslovna fakulteta 0 0 0