Vpliv blagovne znamke na potrošniške odločitve

Avtorji

  • Ary Gharib Accounting Department, College of Business, Charmo University, Chamchamal, Iraq
  • Saeed Sarkar Department of International Trade, College of Law and Administration, University of Halabja, Halabja, Iraq
  • Abduljabar Jabar Department of International Trade, College of Law and Administration, University of Halabja, Halabja, Iraq
  • Mhamad Rekan Department of International Trade, College of Law and Administration, University of Halabja, Halabja, Iraq
  • Shahen Mohammed Faraj Faculty of Law and Administration, College of International Trade, University of Halabja, Iraq
  • Khanda Gharib Aziz Faculty of Law and Administration, College of International Trade, University of Halabja, Iraq

DOI:

https://doi.org/10.32015/JIBM.2025.17.1.2

Ključne besede:

elementi blagovne znamke, avtomobilske znamke , barva blagovne znamke, ime blagovne znamke, vrednost blagovne znamke, potrošniki, nakupna odločitev

Povzetek

Znamka je način prepoznavanja in razlikovanja podjetja od njegovih konkurentov na trgu. Je več kot le ime ali logotip – predstavlja celotno izkušnjo, ki jo ima potrošnik s podjetjem. Ta raziskava je bila izvedena z namenom ugotoviti vlogo in vpliv znamke na vse tri vrste elementov znamke, kot so ime, barva in vrednost, ter njihov vpliv na odvisno spremenljivko – potrošniške odločitve. Pomembnost naše raziskave je v tem, da ljudje lahko jasno razumejo znamke in kako elementi znamke spreminjajo njihova stališča pri odločanju.

Za zbiranje podatkov je bila uporabljena anketa v obliki Googlovega obrazca, ki je bila poslana več prebivalcem Kurdistanske regije v mestih Erbil, Sulaimani, Kirkuk, Duhok in Halabja. Vzorec je zajemal posameznike, stare med 18 in 50 let ter več. Izbran pa je bil po metodi enostavnega naključnega vzorca. Prejetih je bilo približno 175 odgovorov, podatki pa so bili analizirani s pomočjo programa SPSS in uporabe korelacijskih ter regresijskih modelov.

Raziskava je pokazala močno pozitivno povezavo med vsemi tremi neodvisnimi spremenljivkami (ime, barva, vrednost) in odvisno spremenljivko – potrošniškimi odločitvami. Raziskovalci so prav tako ugotovili pomemben vpliv teh elementov na potrošniške odločitve. Študija kaže pozitiven učinek elementov znamke na odločitev potrošnikov pri izbiri avtomobila, pri čemer imajo barva, ime in vrednost znamke pomembno vlogo. Ugotovljeno je bilo, da elementi znamke, kot so vrednost, ime in barva, vplivajo na odločitve potrošnikov pri izbiri uspešne znamke.

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Prenosi

Objavljeno

2025-06-30

Številka

Letn. 17 Št. 1 (2025)

Rubrika

Izvirni znanstveni članek

Licenca

Avtorske pravice (c) 2025 Ary Gharib, Saeed Sarkar, Abduljabar Jabar, Mhamad Rekan

Creative Commons licenca

To delo je licencirano pod Creative Commons Priznanje avtorstva-Nekomercialno 4.0 mednarodno licenco.

Avtorske pravice so zaščitene s Creative Commons Priznanje avtorstva-Deljenje pod enakimi pogoji 4.0 Mednarodna CC BY-SA 4.0 in jih avtorji ohranijo v okviru te licence. Za objavo svojega članka, vključno s povzetkom, prenesejo avtorji avtorske oz. licenčne pravice na revijo MIP = JIBM. To nam omogoča popolno zaščito avtorskih pravic ter razširjanje članka in revije MIP=JIBM v najširši možni krog bralcev revije v elektronski obliki. Avtorji so sami odgovorni za pridobitev dovoljenja za razmnoževanje avtorskega gradiva iz drugih virov.

Kako citirati

Gharib, A. ., Sarkar, . S., Jabar, . A., Rekan , M., Faraj , S. M. ., & Aziz , . K. G. . (2025). Vpliv blagovne znamke na potrošniške odločitve. Mednarodno Inovativno Poslovanje = Journal of Innovative Business and Management, 17(1). https://doi.org/10.32015/JIBM.2025.17.1.2