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Imidž se oblikuje na podlagi prvega vtisa o podjetju, prvi vtis pa je zelo stabilen in se spremeni le, če pride do velike spremembe v izkušnji s podjetjem. Všečnost oglasa je velikokrat tudi del oblikovanja imidža o podjetju. V diplomskem delu me je zanimalo, kako všečnost oglasa in njegovih specifičnih delov vpliva na imidž o podjetju. Slednje sem preverjala na podlagi kvantitativne raziskave, v katero je bilo vključenih 160 enot. Izkazalo se je, da zastavljena hipoteza drži in da všečnost korporacijskega oglasa vpliva na imidž korporacije. Najbolj se je to izkazalo na primeru oglasa korporacije Hofer, ki v danem regresijskem modelu kaže statistično značilen močen pozitiven vpliv všečnosti korporacijskega oglaševanja na imidž Hoferja. Corporate image is formed on the basis of a first impression you get of a brand. First impressions are very stable and change only if there is a big change in experiencing the entity. Ad likeability is often part of creating a business image. In my dissertation, I was interested in how the likeability of the ad and its specific parts affect the image of the company. I checked the latter on the basis of a quantitative survey, which included 160 units. It turned out that the hypothesis was true and that the likeability of the corporate ad affects the image of the corporation. This was most evident in the case of the Hofer Corporation advertisement, which in a given regression model shows a statistically significant strong positive effect of the likeability of corporate advertising on Hofer's image. |
