20.500.12556/DKUM-93185 Perspektiva internega komuniciranja na primeru podjetja Weiler abrasives d.o.o. The perspective of internal communication on the example of Weiler abrasives d.o.o. Rebranding je kompleksen proces, ki presega zgolj vizualno prenovo blagovne znamke – vključuje tudi spremembe v organizacijski kulturi, identiteti in zaznavah zaposlenih. V tem magistrskem delu smo raziskali, kako informiranost zaposlenih o rebrandingu vpliva na njihovo zadovoljstvo, motivacijo, odnos do podjetja in zavezanost podjetju. Raziskava je bila izvedena v podjetju Weiler Abrasives z uporabo kvantitativne metode in anketnega vprašalnika. Za merjenje učinkov informiranosti so bile oblikovane štiri hipoteze. Vse hipoteze so bile empirično potrjene: bolje informirani zaposleni so izkazovali statistično značilno višje zadovoljstvo, večjo motivacijo, bolj pozitiven odnos in višjo zavezanost podjetju. Analiza je bila izvedena z uporabo parametričnih (t-test) in neparametričnih (Mann-Whitney U) testov, kar je omogočilo celovito in zanesljivo interpretacijo podatkov. Rezultati potrjujejo, da je interna komunikacija ključna komponenta uspešnega rebrandinga. Obveščenost zaposlenih ni pomembna le za razumevanje spremembe, temveč bistveno vpliva na njihov čustveni odziv in dolgoročno pripadnost podjetju. Delo ponuja tako teoretični prispevek k razumevanju internega brandinga kot tudi praktične smernice za učinkovito upravljanje sprememb v organizacijah. Rebranding is a complex process that goes beyond just a visual overhaul of a brand – it also involves changes in organizational culture, identity, and employees' perceptions. In this master's thesis, we explored how employee awareness of rebranding influences their satisfaction, motivation, attitude toward the company, and commitment to the organization. The research was conducted at Weiler Abrasives using a quantitative method and a survey questionnaire. To measure the effects of awareness, four hypotheses were developed. All hypotheses were empirically confirmed: better-informed employees showed statistically significantly higher satisfaction, greater motivation, a more positive attitude, and higher commitment to the company. The analysis was carried out using parametric (t-test) and non-parametric (Mann-Whitney U) tests, which allowed for a comprehensive and reliable interpretation of the data. The results confirm that internal communication is a key component of successful rebranding. Employee awareness is not only important for understanding the change but also significantly impacts their emotional response and long-term commitment to the company. The thesis offers both a theoretical contribution to understanding internal branding and practical guidelines for effectively managing organizational change. rebranding interna komunikacija zadovoljstvo zaposlenih zavezanost organizacijske spremembe rebranding internal communication employee satisfaction commitment organizational change true true false A. Tošić Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-06-11 19:17:53 2025-08-28 12:02:47 2025-08-29 03:32:55 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 005.57 246923267 MAG_Tosic_Aleksandra_2025.pdf MAG_Tosic_Aleksandra_2025.pdf 1 108E5771C13D4F50BDB8E90C10DD243E 8a16e9d3ce8efc0b89631c0fe0639bc222e76241b16ea28b7a8b541cfb22e009 eee5b2c0-58bb-11f0-8567-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=193250 Ekonomsko-poslovna fakulteta 0 0 0