20.500.12556/DKUM-83766 Podoba korporativnih znamk trgovinskih organizacij med študenti Corporate brand image of retail organizations among students Obravnavana tema diplomskega dela se nanaša na podobo korporativnih znamk trgovinskih organizacij med študenti. Podoba blagovne znamke je povezana s tem, kako potrošniki čutijo blagovno znamko in kako jo dojemajo. Pomembno pa je vedeti, da se tudi potrošniki, ki izdelkov oziroma storitev ne uporabljajo, povežejo in ustvarijo podobo o določenih organizacijah na enak način, zato je podoba bistvenega pomena na vseh področjih. V teoretičnem delu smo predstavili teoretična izhodišča, najprej glede korporativnih znamk. Preučili smo osnovno definicijo, pomen in vlogo ter upravljanje s korporativnimi znamkami. V drugem delu teoretičnega dela pa smo s pomočjo Aaker-jevega in Keller-jevega modela definirali podobo blagovne znamke. Empirični del je zajemal anketni vprašalnik glede podobe treh izbranih trgovinskih organizacij, in sicer Spar, Hofer in Mercator. Te organizacije so med najbolj prepoznavnimi trgovinskimi organizacijami na slovenskem trgu. Z analizo podob trgovinskih organizacij s pomočjo grafov in tabel, smo želeli ugotoviti ali je, ter kakšna je razlika med izbranimi organizacijami v razmerju z idealno trgovinsko organizacijo v očeh študentov. The discussed topic of the thesis refers to the image of corporate brands of trade organizations among students. Brand image is related to how consumers feel about the brand and how they perceive it. However, it is important to know that even consumers who do not use the products or services connect and create an image about certain organizations in the same way, so brand image is essential in all areas. In the theoretical part, we presented the theoretical starting points, first of all regarding corporate brands. We have looked at the basic definition, meaning, role and management of corporate brands. In the second part of the theoretical work, we defined brand image with the help of Aaker and Keller's model. The empirical part included a survey questionnaire regarding three selected trade organizations, namely Spar, Hofer and Mercator. These organizations are among the most recognizable trade organizations on the Slovenian market. By analyzing trade organizations with the help of graphs and tables, we wanted to find out if there is, and what is the difference between the selected organizations in relation to the ideal trade organization in the eyes of the students. korporativna znamka podoba blagovne znamke trgovinske organizacije študentska raziskava. corporate brand brand image retail organization research among students. true true false N. Mencinger Slovenski jezik Angleški jezik Diplomsko delo/naloga 2023-02-03 16:54:16 2023-04-07 11:18:51 2023-04-08 03:08:00 0000-00-00 00:00:00 2023 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.626 148201219 UN_Mencinger_Nusa_2023.pdf UN_Mencinger_Nusa_2023.pdf 1 F9B148CAD0B1DE235B4903B1FA1D5BDF 59a57f7bcb20d65cf33023b04540bb15ea01eeaafd6df17ac044b06708356676 9c92dfa1-c41c-11ed-b450-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=166132 Ekonomsko-poslovna fakulteta 0 0 0