Skladnost samopodobe posameznika in imidža blagovne znamke avtomobila - Podkubovšek, Sara (S. Podkubovšek, 2017)
Pri izbiri avtomobila se pogosto odločamo na podlagi naše samopodobe. Kupimo znamko, katere »imidž« najbolje ustreza lastnostim, ki jih imamo sami. Izogibamo pa se tistim, ki se razlikujejo od nas. Magistrsko delo je razdeljeno na teoretični in praktični del, katerega namen je ugotoviti skladnost samopodobe posameznika in imidža blagovne znamke avtomobila, ki ga ima v lasti. V uvodnem poglavju smo opisali našo temo, problem, cilje, namen, omejitve, hipoteze raziskave in metode raziskovanja. Drugo, tretje, četrto in peto poglavje zajemajo opredelitve ključnih pojmov: samopodobo posameznika, tržno podobo izdelka in blagovno znamko. Predstavili smo dimenzije, strukturo in merjenje samopodobe, notranje in zunanje elemente blagovne znamke, funkcije blagovne znamke, komponente imidža blagovne znamke avtomobilov, znamko Renault, znamko Opel, znamko BMW in znamko Volkswagen, ter skladnost samopodobe posameznika in imidža izdelka. Za praktični del naše raziskave smo uporabili vprašalnik, ki smo si ga priredili po Malhotri. Vzorec sestavlja 80 oseb, ki imajo v lasti avtomobil znamke: Renault, Opel, BMW ali Volkswagen, ter so stari med 35 in 60 let. S t-testom smo ugotavljali razlike med moško in žensko samopodobo. Preverjali smo katera blagovna znamka se najbolj ujema s posamezniki, katera ima največ razlik od nje, ali je skladnost samopodobe žensk in imidža znamke avtomobila, ki jo ima, višja, kot pri moških in ali je ujemanje lastnika in njegovega avtomobila višje, v primerjavi z ostalimi tremi imidži znamk avtomobila. Rezultati analize nam potrjujejo, da obstajajo razlike med moško in žensko samopodobo, ter tudi med imidži blagovnih znamk avtomobilov. Za znamko Renault, Opel in Volkswagen lahko sprejmemo trditev, da so skladne z njihovimi lastniki. Povprečne vrednosti znamke BMW in samopodobe njihovih lastnikov se med seboj bistveno razlikujejo, zato smo to hipotezo zavrnili. Delno se tudi strinjamo, da je ujemanje ženske samopodobe z znamko avtomobila, ki ga ima, višje kot pri moških. Ugotovili smo, da sta znamki Renault in Volkswagen najbolj skladni samopodobi posameznikov. Od nje pa najbolj odstopa znamka BMW. Our self-image often has an influence on us when we are choosing which car to buy. We buy the brand whose image closely resembles the qualities that we have. On the other hand, we avoid those that are different from us. The MA thesis consists of the theoretical and the practical part. Its purpose is to figure out the agreement between the individual’s self-image and the image of the car brand that the individual owns. The subject, the problem, the aims, the purpose, limitations, hypotheses of our research and the methods of our research are described in the introductory chapter. The second, the third, the fourth and the fifth chapter include definitions of the key concepts, which are the following: self-image of an individual, product image and brand. Dimensions, the structure and the survey of self-image, internal and external elements of a brand, the function of a brand, components of a brand’s image, the brand Renault, the brand Opel, the brand BMW and the brand Volkswagen and the agreement between the individual’s self-image and the product image are presented here. The questionnaire which was adapted after Malhotra was used for the practical part of the MA thesis. The sample includes 80 people who own cars of the following brands: Renault, Opel, BMW or Volkswagen, and are between 35 and 60 years old. The t-test helped us establish the differences between male and female self-image. We tried to figure out which car brand best fits its owners and which car brand is the most different from them. We also tried to establish whether the agreement between female self image and their car brand is higher than the agreement between male self-image and their car brand and whether the agreement between an individual and their car is higher in comparison to the other three car brand images. The analysis results show us that there is a difference between male and female self-image and between the car brand images as well. We can confirm that the car brands Renault, Opel and Volkswagen closely resemble their owners. The average values of the car brand BMW and the owners vary a lot, and this is why this hypothesis was rejected. We only partially agree that the agreement between female self-image and their car brand is higher than the agreement between male self-image and their car brand. We discovered that the car brands Renault and Volkswagen have the highest agreement to self-image of individuals. The car brand BMW differs from self-image of individuals the most.