Glasbeniki kot osebne blagovne znamke: analiza trženja s pomočjo znanih osebnosti ter indikatorjev zaznavanja blagovne znamke in nakupnih namer

Tekić, Aleks

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Title:	Glasbeniki kot osebne blagovne znamke: analiza trženja s pomočjo znanih osebnosti ter indikatorjev zaznavanja blagovne znamke in nakupnih namer
Authors:	ID Tekić, Aleks (Author) ID Pisnik, Aleksandra (Mentor) More about this mentor...
Files:	UN_Tekic_Aleks_2026.pdf (2,43 MB) MD5: E061CA1D75DF6884A1066273E3A7A624
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Diplomsko delo obravnava glasbenike kot osebne blagovne znamke ter analizira trženje s pomočjo znanih osebnosti in indikatorje zaznavanja blagovne znamke ter nakupnih namer. V sodobnem marketingu glasbeniki niso več pomembni le kot izvajalci glasbe ali prepoznavni obrazi oglaševalskih kampanj, temveč kot javne osebnosti z oblikovano podobo, vrednotami, simbolnimi pomeni in odnosom z občinstvom. Njihova vloga je posebej izrazita v digitalnem okolju, kjer z družbenimi omrežji, sodelovanji z blagovnimi znamkami in neposredno komunikacijo z oboževalci pomembno vplivajo na oblikovanje svoje osebne blagovne znamke ter ustvarjajo javno dostopne indikatorje zaznavanja blagovne znamke in nakupnih namer. V nalogi so obravnavana teoretična izhodišča trženja s pomočjo znanih osebnosti, osebnega znamčenja, skladnosti med znano osebnostjo in blagovno znamko, kredibilnosti ter vedenja odjemalcev. Empirični del temelji na kvalitativni primerjalni analizi sekundarnih virov, pri čemer so analizirani primeri Taylor Swift, Ariane Grande in Tate McRae. Analiza se osredotoča na gradnjo njihovih osebnih blagovnih znamk, sodelovanja z blagovnimi znamkami ter javno dostopne indikatorje zaznavanja blagovne znamke in nakupnih namer. Ugotovitve kažejo, da prepoznavnost glasbenika sama po sebi ni dovolj za učinkovit celebrity endorsement. Pomembni so predvsem skladnost med glasbenikom in blagovno znamko, kredibilnost, simbolni pomen ter pričakovanja ciljne skupine. Taylor Swift izstopa po močni skupnosti oboževalcev in pripovednem sistemu, Ariana Grande po povezovanju glasbene kariere z estetiko, lepoto in življenjskim slogom, Tate McRae pa po digitalno usmerjeni podobi, povezani s plesom, nastopanjem in mlajšim občinstvom. Analiza kaže, da javno dostopni indikatorji nakazujejo predvsem posreden vpliv glasbenikov na oblikovanje zaznavanja blagovne znamke in nakupnih namer, ki se kaže v večji pozornosti, zanimanju, zaupanju in pozitivnih asociacijah.
Keywords:	glasbeniki, osebna blagovna znamka, trženje s pomočjo znanih osebnosti, zaznavanje blagovne znamke, nakupne namere.
Place of publishing:	Maribor
Publisher:	A. Tekić]
Year of publishing:	2026
PID:	20.500.12556/DKUM-99035
UDC:	658.626:78.07
COBISS.SI-ID:	290387715
Publication date in DKUM:	08.09.2026
Views:	197
Downloads:	7
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	27.07.2026

Secondary language

Language:	English
Title:	Musicians as Personal Brands: An Analysis of Celebrity Endorsement and Indicators of Brand Perception and Purchase Intentions
Abstract:	The diploma thesis examines musicians as personal brands and analyses celebrity endorsement together with indicators of brand perception and purchase intentions. In contemporary marketing, musicians are no longer relevant only as performers or recognizable faces in advertising campaigns but also as public figures with distinctive identities, values, symbolic meanings and relationships with their audiences. Their role is particularly significant in the digital environment, where social media, brand collaborations and direct communication with fans contribute to the development of their personal brands and generate publicly available indicators of brand perception and purchase intentions. The thesis discusses the theoretical foundations of celebrity endorsement, personal branding, celebrity–brand congruence, credibility and consumer behaviour. The empirical part is based on a qualitative comparative analysis of secondary sources, focusing on the cases of Taylor Swift, Ariana Grande and Tate McRae. The analysis examines the development of their personal brands, collaborations with commercial brands and publicly available indicators of brand perception and purchase intentions. The findings show that a musician's popularity alone is not sufficient for effective celebrity endorsement. The congruence between the musician and the brand, credibility, symbolic meaning and the expectations of the target audience play a crucial role. Taylor Swift stands out for her strong fan community and narrative system, Ariana Grande for integrating her music career with aesthetics, beauty and lifestyle, while Tate McRae represents a digitally oriented personal brand associated with dance, performance and younger audiences. The analysis suggests that publicly available indicators point to an indirect influence on brand perception and purchase intentions, reflected in increased attention, interest, trust and positive associations.
Keywords:	musicians, personal brand, celebrity endorsement, brand perception, consumer purchase intentions.

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