1. The effect of brand association and brand image on the brand awareness of Lithuanian companies of digital productsGita Šakytė-Statnickė, 2024, izvirni znanstveni članek Opis: Purpose: Brand awareness enables brand recognition in different market conditions, which is very important for companies selling digital products or providing digital services. Purpose of this paper is to determine the effect of brand association and brand image on the brand awareness of Lithuanian companies of digital products. These factors are important and have an impact on brand awareness, but their impact on the brand awareness of digital products in particular has not been investigated. Methods: A questionnaire was conducted to a sample of 403 consumers who buy and use digital products in Lithuania. The Multiple Linear Regression (MLR) model was created and a statistically significant direct positive impact of brand association and brand image on brand awareness of companies of digital products was determined. Results: The empirical research of the effect of brand association and brand image on the brand awareness of Lithuanian companies of digital products revealed a statistically significant direct positive impact of brand association and brand image on brand awareness of companies of digital products. The strongest direct positive impact of brand image on brand awareness than brand association. Conclusion: The findings of research provide valuable insights into the crucial role played by brand association and brand image in building brand awareness for companies of digital products.
Ključne besede: brand awareness, brand association, brand image, digital products
Objavljeno v DKUM: 14.08.2025; Ogledov: 0; Prenosov: 3
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2. Consumer preferences and reactions to brand expansionDijana Vuković, Fani Kerum, Miroslava Žukina, 2024, izvirni znanstveni članek Opis: Consumer purchasing power is one of the key determinants of consumer behavior, among other factors. Acceptance of new brands or product line extensions of existing brands is influenced by perceived value. New products can be added to existing product lines by introducing new products within them, or brands can expand horizontally by entering entirely new categories or product lines. Any vertical expansion, whether to a higher or lower level, comes after a price shift and a product quality achievement relative to its base product. While survey-based research provides valuable insights that support the growth of the Premium brand, building a strong relationship with customers, quickly identifying preferences, personalizing the offer and fostering a climate of trust remain its main sources of value. The purpose of the paper is to show the positive relationship that exists between the vertical growth of the brand and the increase in customer loyalty, as shown by the research conducted on a deliberate sample.
Ključne besede: premium brand, positioning vertical expansion of the premium brand, consumer preferences, customer response to premium brand vertical extension
Objavljeno v DKUM: 28.05.2025; Ogledov: 0; Prenosov: 6
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3. Exploring the influence of sensory marketing on brand perceptionZoran Krupka, 2023, izvirni znanstveni članek Opis: The main purpose of this paper is to investigate how the number, perceived
intensity, and frequency of sensory involvement in the consumer-brand
relationship, impact brand perception. The research was conducted on
a sample of 189 respondents from the Republic of Croatia. To test the
hypotheses factor and regression analyses were used. The main findings of
this research are: a) involvement of multiple senses in the consumer-brand
relationship has a positive effect on brand perception; b) the greater the
frequency of involving multiple senses in the consumer-brand relationship,
the more positive effect it has on brand perception; and c) the higher intensity
of sensory involvement in the consumer-brand relationship does not have a
significant effect on brand perception. This research contributes to marketing
and brand management literature by investigating importance of sensory
marketing, more specifically number, perceived intensity, and frequency of
sensory involvement on brand perception.
Ključne besede: brand, sensory marketing, brand perception
Objavljeno v DKUM: 28.05.2025; Ogledov: 0; Prenosov: 2
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4. The (in)effectiveness of attention guidance methods for enhancing brand memory in 360° videoJani Pavlič, Tina Tomažič, 2022, izvirni znanstveni članek Opis: Sensing and remembering features in visual scenes are conditioned by visual attention
and methods to guide it. This should be relevant in terms of product placement, which has become
an important part of incorporating brands into different mass media formats with a commercial
purpose. The approach can be challenging in 360◦ video, where an omnidirectional view enables
consumers to choose different viewing perspectives, which may result in overlooking the brands.
Accordingly, attention guidance methods should be applied. This study is the first to explore diegetic
guidance methods as the only appropriate guiding method for an unobtrusive and unconscious
nature of product placement. To test the effectiveness of three different diegetic guiding methods,
a between-subject design was employed, where the participants were assigned randomly to one
of four videos with the same scene but different guiding methods. The findings show and explain
the discrepancy with studies on guiding attention in other contexts, as there were no significant
differences between the guiding cues according to brand recall and brand recognition. The results also indicate a significant influence of brand familiarity on brand recall in 360◦ video. The
article concludes by providing limitations, future research directions, and recommendations for
audiovisual policy.
Ključne besede: product placement, visual attention, attention guidance methods, diegetic guiding cues, brand recall, brand recognition
Objavljeno v DKUM: 01.04.2025; Ogledov: 0; Prenosov: 9
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5. Krizno komuniciranje v podjetju SWY brand d. o. o.Anamari Šeško, 2023, diplomsko delo Opis: Diplomsko delo obravnava krizno komuniciranje v podjetju SWY brand. V prvem delu je pojasnjen pomen besede kriza in komunikacija. Sledi predstavitev kriznega komuniciranja, ki se zaključi s koraki reševanja krize. Predstavljene so ključne kompetence managerjev in navodila izdelave kriznega načrta. Spoznamo tudi prednosti krizne situacije. V drugem delu naloge smo opravili anketo s strankami, zaposlenimi in vodstvom, s katerim smo izvedli še intervju. Po opravljeni analizi anketnih odgovorov in intervjuja smo ugotovili, da kljub nepripravljenosti podjetja na krizne situacije, le to zaenkrat še dobro posluje, saj ga sestavlja močan delovni tim. Kljub temu smo prepričani, da bo podjetje za uspešno prihodnje poslovanje potrebovalo zunanjo pomoč in več znanja. Tudi stranke bi si želele izboljšave, čeprav podjetju zaupajo in verjamejo v kvaliteto njegovih produktov. Da bi podjetje v prihodnosti še uspešnejše poslovalo, smo kot nekaj možnih rešitev navedli vzpostavitev sistema naročanja želenih artiklov, odprtje fizične trgovine in sistem za naročilo ustrezne količine izdelkov.
Ključne besede: podjetje SWY brand, kriza, delovni tim, rešitve
Objavljeno v DKUM: 04.08.2023; Ogledov: 997; Prenosov: 257
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6. Building a Brand: A Multimodal Analysis of the Brand I Feel SloveniaEma Ivanuša, 2021, magistrsko delo Opis: This master’s thesis aims to analyse how the brand I Feel Slovenia uses verbal and visual texts to present its brand identity to the audience on its official website. Specifically, it aims to investigate how this brand uses multimodal texts to convey its core values (“Slovenian green”, “pleasant excitement” and “the elemental”); how it builds a relationship with its audience; and how verbal and visual texts contribute to the overall meaning-making in the presentation of the brand. The study uses multimodal discourse analysis to analyse five multimodal texts, which consist of verbal texts and visual texts, taken from the official website of the brand I Feel Slovenia. Both verbal and visual texts were analysed in terms of register variables (field, tenor and mode) and their intermodal connections. The analysis has shown that both verbal and visual texts convey the core values of the brand differently but are equally important in their presentation. Both types of texts build a positive relationship with the audience through the use friendly-neutral language, positive aesthetic appreciation of nature and bright, saturated colours. Both verbal and visual texts are important in the meaning-making in the presentation of the brand, although the latter draw more attention to themselves due to their size and are thus the dominant components.
Ključne besede: branding, brand I Feel Slovenia, multimodal discourse analysis, register variables
Objavljeno v DKUM: 27.07.2021; Ogledov: 1511; Prenosov: 133
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8. Green productBorut Jereb, Matjaž Knez, Darja Kukovič, Tina Cvahte Ojsteršek, Matevž Obrecht, 2016, samostojni znanstveni sestavek ali poglavje v monografski publikaciji Opis: According to Kotler (1998) the product is the first and most important element of the marketing combination. Product strategy should include consistent decisions "about the product combination, group of products, brands, packaging and labelling." (Kotler 1998: 459). After we identify green products we will especially be interested in specific strategies for developing green products and packaging and green brand positioning.
Shortly green products can be labelled as more durable, non-toxic, made from recycled materials and have less or only necessary volume of packaging (Ottman 1997: 89). Broader definition is given by Peattie (1995) who also considers the social dimension under the concept of green. He considers the product or service as green, where its effect on the natural environment and its social impact in terms of production, use or disposal, is significantly improved with respect to conventional products and services (Peattie 1995).
Green product strategy should be implemented through:
- Development of green product,
- Green brand,
- Eco-label and
- Eco-design.
Ključne besede: environmental management, green products, green brand, eco-label, eco-design
Objavljeno v DKUM: 10.05.2018; Ogledov: 1319; Prenosov: 102
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9. Characteristics branding & brand management in the fashion industrySnežana Urošević, Bruno Završnik, 2014, objavljeni znanstveni prispevek na konferenci Opis: Brand allows for market offer to be identified and differentiated from the competitive offers. The very essence of brand is based not only on potential sales figures, but on the philosophy that makes it posssible for a customer to identify with the brand. Faced with the plenty of market offers customers undoubtedly prefer wellknown companies and brands, thus minimizing risk and time consuming activities of gaining futher knowledge concerning alternative offers. The consumers often wonder whether the branded goods are more worth from the other, similar goods without any famous trademarks. There are many questions and theories but only one is undeniable: one should never doubt the companies that invest great amount of assets, ideas, talents, love and risk, intend to risk previously stated items with bad design, services or products% quality. Brand building in textile industry differs from branding of market offers targeting general public. Branding in textile industry requires more focused approach. Fashion companies are facing with bigger challenges when fighting to attract and keep new consumers who are offered new products and markets. In order to create strong brand, it is necessary to possess expert planning and long-term capital investment. Successful brand is actually an excellent product or service, with creatively designed and conducted marketing. Branding has become marketing´s priority, because successful brands achieve higher prices and gain over loyalty, and attract both consumers and financiers. Marketing agents of the successful 21st century brands must be extremely efficient in strategic brand management, which assumes implementation of marketing activities and programmes in order to build brands, as well as brand management to increase its value. Brands and its value must be regarded and recognised as strategic capital.
Ključne besede: brand, brand management, branding, fashion industry, marketing strategy, management, marketing
Objavljeno v DKUM: 07.08.2017; Ogledov: 2284; Prenosov: 159
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10. VIZUALNA IDENTITETA DRŽAV KOT ELEMENT OZNAČEVANJASrđan Gajević, 2015, magistrsko delo Opis: Vizualna identiteta držav temelji na njihovih zastavah oziroma vsebuje elemente, ki jo sestavljajo. To tezo je postavil hrvaški oblikovalec Boris Ljubičić, zato v magistrskem delu predstavljamo njegovo biografijo in nekatera njegova temeljna dela. Prikazujemo tudi teoretična spoznanja s področja znamčenja držav in zgodovino zastave kot najpomembnejšega simbola države.
V analiziranih primerih so opisani državni simboli Hrvaške, Slovenije ter Bosne in Hercegovine ter njihove vizualne identitete za turistično promocijo. Rezultati analize so pokazali, da dva od treh primerov odgovarjata tezi Borisa Ljubičića.
Ključne besede: države, vizualni identitet, brand
Objavljeno v DKUM: 14.10.2015; Ogledov: 2225; Prenosov: 168
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