36 KB229 KB34 KB196520252006Vida, Irenaštevilka:3/4letnik:43str. 446-456ISSN:0040-3598COBISSID:16456166URN:URN:NBN:SI:doc-HGSXKBBAslFakulteta za sociologijo, politične vede in novinarstvo v LjubljaniTeorija in praksablagovne znamkeetnocentrizemmedkulturno delovanjeoglasipotrošnikitrženjetržne raziskaveVpliv etnocentrizma na oblikovanje stališč do tuje blagovne znamke in do standardiziranega oglasa|The purpose of the research is to explore the information processing role of attitudes toward the advertisement and toward the brand formation in a global context. The objective is to examine consumer transference of ethnocentric attitudes to brand and advertisement attitudes in the context of brands of foreign origin when standardized, un-tailored promotional messages are used. The proposed conceptual model is only partly supported by data collected from adult urban consumers in Slovenia. While it was hypothesized that ethnocentrism would have an effect on formation of brand attitudes, the analysis showed no direct effects, but when combined with the attitude toward the ad itself, the link between attitudes toward the advertisement and toward the brand was significantNamen pričujoče raziskave je proučiti odzive porabnikov na globalno oglaševanje in raziskati vlogo ekonomskega etnocentrizma na porabnikovo oblikovanje stališč do blagovne znamke in do oglasa v kontekstu tujih blagovnih znamk z uporabo standardiziranih, lokalno neprilagojenih oglasnih sporočil. Merski model smo na vzorcu odraslih porabnikov le deloma potrdili. Analiza ni pokazala neposrednih učinkov ekonomskega etnocentrizma na oblikovanje stališč do blagovne znamke, vendar pa je bil skupni učinek etnocentrizma na stališče do samega oglasa in posredno do blagovne znamke značilenTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaUniverza v Ljubljani, Fakulteta za družbene vede