20.500.12556/DKUM-87926 Merjenje stališč odjemalcev do blagovne znamke zara Measuring consumer attitudes toward the zara brand Stališča lahko definiramo kot sistem trajnega pozitivnega in negativnega ocenjevanja, občutenja in dejanja do različnih družbenih situacij in objektov. Stališča do blagovne znamke pa predstavljajo mnenja odjemalcev o izdelku ali storitvi do določene blagovne znamke; povedo nam, kaj si ljudi mislijo o izdelkih in storitvah, ki so del te blagovne znamke, ali le-ti ustrezajo potrebam odjemalcev in koliko si jih odjemalci želijo. V diplomskem delu so me zanimala stališča odjemalcev do oblačil blagovne znamke Zara. Diplomsko delo obsega teoretični in empirični del. Teoretični del zajema osnovna poznavanja oziroma spoznanja, ki se nanašajo na vedenje odjemalcev, njihova stališča, pomen in vrednost blagovne znamke ter na pomen in raziskovalne metode in tehnike za merjenje stališč. Praktični del pa s pomočjo strukturiranega vprašalnika raziskuje in ugotavlja, kakšna so stališča odjemalcev do oblačil blagovne znamke ZARA. Iz ankete so razvidna njihova čustvena, kognitivna in vedenjska stališča do oblačil blagovne znamke ZARA ter kakšna je njihova idealna predstava. Attitudes can be defined as systems of permanent positive and negative evaluation, feelings and actions towards various social situations and objects. Attitudes towards the brand represent the opinions of customers about a product or service from a particular brand. Attitudes towards a brand tell us what people think about the products and services that are part of this brand, whether these products and services meet the needs of customers and how much customers want these products and services. In my thesis, I was interested in what the customers' attitudes are towards Zara brand clothing. The thesis consists of a theoretical and an empirical part. In theory, I cover basic knowledge and insights related to customer behavior, customer attitudes, the meaning and value of the brand, as well as the meaning and research methods and techniques for measuring attitudes. In the practical part, with the help of a structured questionnaire, I found out what the customers' attitudes are towards the clothes of the ZARA brand. The survey shows their emotional, cognitive and behavioral attitudes towards ZARA brand clothing, and what their ideal image is. stališča blagovna znamka odjemalec vedenje stališča do blagovne znamke attitudes brand consumer behaviour attitudes toward a brand true true false S. Angelovska Slovenski jezik Angleški jezik Diplomsko delo/naloga 2024-03-31 23:53:28 2024-08-20 14:14:42 2024-08-21 03:41:01 0000-00-00 00:00:00 2024 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.12:658.626 204731395 VS_Angelovska_Sandra_2024.pdf VS_Angelovska_Sandra_2024.pdf 1 F5CE28DFBFB0A77107885D1C92D4A46A 367bbeb8be8ca81815384d13f982a20c53f62867495bb57a1a6843eb52927bcf 8533c3f4-4344-11ef-8857-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=181519 Ekonomsko-poslovna fakulteta 0 0 0