Vloga identifikacije z znamko in skupino v rivalstvu med iPhonom in Androidom

• Main Author: Kodrič, Miha
• Other Authors: Golob, Urša
• Format: Bachelor Thesis
• Language: Slovenian
• Published: M. Kodrič 2021
• Subjects: identifikacija z znamko; identifikacija s skupino; rivalstva med blagovnimi znamkami; iPhone; Android; brand identification; group identification; brand rivalries; info:eu-repo/classification/udc/366(043.2); sami
• Online Access: https://repozitorij.uni-lj.si/IzpisGradiva.php?id=126889; https://repozitorij.uni-lj.si/Dokument.php?id=143027&dn=; https://plus.si.cobiss.net/opac7/bib/63292675?lang=sl

Ljudje imamo sodeč po teoriji socialne identitete kognitivno potrebo po pozitivni diferenciaciji, kar pomeni, da sebe oziroma skupino, katere člani smo, vidimo kot boljšo od drugih. Tega se zavedajo tudi blagovne znamke, ki na podlagi svojih tržno-komunikacijskih aktivnosti poskušajo najti pot v identiteto potrošnikov. Na ta način želijo med njimi vzbuditi visoko stopnjo identifikacije, sočasno pa tekmece prikazati v negativni luči. Posledično se med znamkami in skupinami oblikujejo rivalstva, ki nas spremljajo na vsakem koraku, a njihovo dojemanje s strani potrošnikov še vedno ni pogosta tema raziskav na področju znamčenja. Naloga je zato osredotočena na odnos privržencev blagovne znamke iPhone do slednje, rivalske blagovne znamke Android in skupin privržencev obeh znamk. Njen osrednji cilj je ovrednotiti povezanost med identifikacijo z znamko in skupino ter njenima sorodnima pojmoma - disidentifikacijo z znamko in skupino ter veseljem ob neuspehu znamke in skupine. Izsledki empiričnega raziskovanja z uporabo metode anketnega zbiranja podatkov kažejo, da se veselje ob neuspehu rivalske znamke poveča, kadar posamezniki občutijo višjo stopnjo identifikacije z znamko in tudi višjo stopnjo disidentifikacije z rivalsko znamko. Enako velja, ko govorimo o njihovem odnosu do skupine privržencev znamke, katere člani so sami, in tuje skupine. According to the theory of social identity people exhibit a cognitive need for positive differentiation which means that persons or their social group are favoured over others or other out-groups. Brands, being aware of that and supported by their marketing communication activities, are therefore trying to focus on consumer identity. Thus, they aim to achieve a high degree of consumers' identification and, at the same time, cast a damning light on their rivals. As a result, rivalries appear among brands and their groups. Although they are obvious, their perception among consumers has not been researched very often in the branding literature. This thesis focuses on the relationship of the iPhone brand fans towards the iPhone brand, its rival brand Android and both brands' consumer groups, respectively. Its goal is to assess the correlation between the brand and group identification and their related concepts – brand and group disidentification and glory out of reflected failure (GORF). The findings of my empirical research using survey data reveal that the degree of glory out of rival brand's reflected failure increases when individuals feel a higher degree of identification with their loved brand and also a higher degree of disidentification with the rival brand. The same applies to their relationship towards the brand group, which they belong to, and towards the rival group.