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Title:VOHALNI MARKETING ZA BLAGOVNO ZNAMKO PODJETJA KOT NAČIN NEVERBALNE KOMUNIKACIJE: ŠTUDIJA PRIMERA SLOVENIJE IN ITALIJE
Authors:ID Kozel Harley, Jasmina (Author)
ID Buko, Svitlana (Mentor) More about this mentor... New window
Files:.pdf 3066$$zakljucno_delo.pdf (1,91 MB)
MD5: 4C111A57658C597E1D0ACB6E7A573DFE
 
Language:Slovenian
Work type:Master's thesis/paper
Organization:FUDS - School of advanced social studies
Abstract:Raziskava obravnava mednarodni vidik blagovne znamke podjetja za različne narode s pomočjo vonja – vohalnega marketinga (AromaLogo) – kot enega od kanalov neverbalne komunikacije. AromaLogo je unikaten vonj, kreiran s pomočjo eteričnih olj glede na zgodbo podjetja, njegovo vizijo, cilje, celostno grafično podobo in želen vpliv na ljudi. Raziskava vključuje gradnjo teoretičnega okvira, kjer smo na podlagi analize poslovnih kultur (Slovenije in Italije), po Hallu, Hofstedeju ter analizi GLOBE ter povezovanju teme vohalnega marketinga, kot predstavitev blagovne znamke podjetja za različne narode, iskali nove dimenzije, ki povezujejo NVK, kulturo in vohalni marketing. V kvalitativnem delu, ki smo ga naredili s pomočjo dveh fokusnih skupin, slovenske in italijanske, smo analizirali vohalni marketing – AromaLogo kot enega od načinov neverbalne komunikacije in ugotavljali njegovo primernost za predstavitev blagovne znamke podjetja ter njegovega vpliva na različne narode. Raziskovali smo tudi razlike med slovensko in italijansko poslovno kulturo ter določali smernice za poslovanje z vohalnim marketingom kot delom neverbalne komunikacije in kot delom blagovne znamke. Ugotovili smo, da zaznava vonja ni povezana s kulturo, ampak z osebnostno lastnostjo. Ločevanje med naravnimi in sintetičnimi vonji ni povezano s kulturo, zaznava vonja drugih blagovnih znamk ni povezana s kulturo. Unikaten vonj podjetja – AromaLogo ni povezan s kulturo države, vonj vpliva na koncentracijo, vzdušje in zaznavo prostora. Pri vplivu vonja na ljudi ni signifikantne razlike med slovensko, italijansko in indijsko kulturo. Obe kulturi sta občutljivi za neverbalno komunikacijo pri drugih kulturah in zaznavata vonj kot enega od elementov neverbalne komunikacije.
Keywords:vohalni marketing – AromaLogo, eterična olja, neverbalna komunikacija, različni narodi, Slovenija, Italija
Year of publishing:2023
PID:20.500.12556/ReVIS-9791 New window
Publication date in ReVIS:01.07.2023
Views:805
Downloads:72
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Secondary language

Language:English
Title:SCENT MARKETING FOR COMPANY BRAND AS NON-VERBAL COMMUNICATION: CASE STUDY OF SLOVENIA AND ITALY
Abstract:The research examines the international aspect of the company's brand for different nations, with the help of smell - olfactory marketing (AromaLogo), as one of the channels of non-verbal communication. AromaLogo is a unique scent created with the help of essential oils, according to the company's story, its vision, goals, overall graphic likeness and desired impact on people. The research includes the construction of a theoretical framework where, based on the analysis of business culture (Slovenia and Italy), according to Hall, Hofstede and GLOBE analysis, and connecting the topic of olfactory marketing, as a presentation of the company's brand for different nations, the search for new dimensions that connect NVC, culture and olfactory marketing. In the qualitative work, which we did with the help of two focus groups, we analyzed Slovenian and Italian olfactory marketing - AromaLogo, as one of the ways of non-verbal communication and determined its suitability for the presentation of the company's brand and its influence on different nations. We also researched the differences between Slovenian and Italian business culture and determined guidelines for doing business with olfactory marketing, as part of non-verbal communication, as part of the brand. We found that the perception of scent is not related to culture, but to a personality trait. The separation between natural and synthetic scent is not related to culture. The perception of the scent of other brands is not related to culture. The unique scent of the company - AromaLogo, does not need to reflect the culture of the country. The scent affected the concentration, atmosphere and perception of space. When it comes to the influence of scent on people, there are no significant differences between Slovenian, Italian and Indian cultures. Both cultures are exposed to non-verbal communication in other cultures and perceive scent as one of the elements of non-verbal communication.
Keywords:olfactory marketing - AromaLogo, essential oils, non-verbal communication, different nations, Slovenia, Italy


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