{"?xml":{"@version":"1.0"},"edm:RDF":{"@xmlns:dc":"http://purl.org/dc/elements/1.1/","@xmlns:edm":"http://www.europeana.eu/schemas/edm/","@xmlns:wgs84_pos":"http://www.w3.org/2003/01/geo/wgs84_pos","@xmlns:foaf":"http://xmlns.com/foaf/0.1/","@xmlns:rdaGr2":"http://rdvocab.info/ElementsGr2","@xmlns:oai":"http://www.openarchives.org/OAI/2.0/","@xmlns:owl":"http://www.w3.org/2002/07/owl#","@xmlns:rdf":"http://www.w3.org/1999/02/22-rdf-syntax-ns#","@xmlns:ore":"http://www.openarchives.org/ore/terms/","@xmlns:skos":"http://www.w3.org/2004/02/skos/core#","@xmlns:dcterms":"http://purl.org/dc/terms/","edm:WebResource":[{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-8YAB8R85/7169f0ae-8435-43ac-81cb-97ea6dc61a5f/PDF","dcterms:extent":"1061 KB"},{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-8YAB8R85/e08114ae-85f5-401c-9a41-6c7603e7530f/TEXT","dcterms:extent":"0 KB"}],"edm:TimeSpan":{"@rdf:about":"1965-2025","edm:begin":{"@xml:lang":"en","#text":"1965"},"edm:end":{"@xml:lang":"en","#text":"2025"}},"edm:ProvidedCHO":{"@rdf:about":"URN:NBN:SI:doc-8YAB8R85","dcterms:isPartOf":[{"@rdf:resource":"https://www.dlib.si/details/URN:NBN:SI:spr-ETPSIC7M"},{"@xml:lang":"sl","#text":"Teorija in praksa"}],"dcterms:issued":"2022","dc:creator":["Bavdaž, Mojca","Konečnik Ruzzier, Maja","Petek, Nuša"],"dc:format":[{"@xml:lang":"sl","#text":"številka:4"},{"@xml:lang":"sl","#text":"letnik:59"},{"@xml:lang":"sl","#text":"str. 805-828, 1023"}],"dc:identifier":["ISSN:0040-3598","DOI:10.51936/tip.59.4.805–828","COBISSID:135959555","URN:URN:NBN:SI:doc-8YAB8R85"],"dc:language":"sl","dc:publisher":{"@xml:lang":"sl","#text":"Fakulteta za družbene vede"},"dc:subject":[{"@xml:lang":"sl","#text":"Blagovne znamke"},{"@xml:lang":"sl","#text":"internetno trženje"},{"@xml:lang":"sl","#text":"marketing"},{"@xml:lang":"sl","#text":"Oglaševanje"},{"@xml:lang":"sl","#text":"Trženje"}],"dcterms:temporal":{"@rdf:resource":"1965-2025"},"dc:title":{"@xml:lang":"sl","#text":"Odnosi med spletnim trženjem od ust do ust, oglaševanjem in dimenzijami premoženja blagovne znamke|"},"dc:description":[{"@xml:lang":"sl","#text":"Marketing communication tools are not under the complete control of marketers in an interactive environment, making it important to know how they impact the brand equity creation process. The article studies the impact of electronic word-of-mouth and television advertising on dimensions of consumer-based brand equity and tests it on a sample of Slovenian consumers. Alongside the presented research confirming the important role of both communication tools, it shows the need for prudence in addressing separate brand equity dimensions. The results support upgrading the traditional communication mix with interactive tools that typically involve and stimulate consumers to co-create brands, yet not at the cost of neglecting traditional advertising"},{"@xml:lang":"sl","#text":"Trženjsko-komunikacijska orodja v interaktivnem okolju niso več pod polnim nadzorom tržni-kov, zato je pomembno poznati njihov vpliv na proces ustvarjanja premoženja blagovne znamke. V članku pod drobnogled vzamemo vpliv spletnega trženja od ust do ust in televizijskega oglaševanja na posamezne dimenzije premoženja blagovne znamke v očeh porabnikov in ga preverjamo na vzorcu slovenskih porabnikov. Raziskava potrjuje pomembno vlogo obeh vrst orodij, a tudi opozarja na previdnost pri naslavljanju posameznih dimenzij premoženja blagovne znamke. Rezultati pritrjujejo nadgradnji tradicionalnih trženjsko-komunikacijskih orodij z interaktivnimi orodji, ki običajno vključujejo porabnike in jih spodbujajo k soustvarjanju blagovne znamke, vendar ne na račun zanemarjanja tradicionalnega oglaševanja. Ključni pojmi: trženjsko komuniciranje, spletno trženje od ust do ust, televizijsko oglaševanje, premoženje blagovne znamke v očeh porabnikov"}],"edm:type":"TEXT","dc:type":[{"@xml:lang":"sl","#text":"znanstveno časopisje"},{"@xml:lang":"en","#text":"journals"},{"@rdf:resource":"http://www.wikidata.org/entity/Q361785"}]},"ore:Aggregation":{"@rdf:about":"http://www.dlib.si/?URN=URN:NBN:SI:doc-8YAB8R85","edm:aggregatedCHO":{"@rdf:resource":"URN:NBN:SI:doc-8YAB8R85"},"edm:isShownBy":{"@rdf:resource":"http://www.dlib.si/stream/URN:NBN:SI:doc-8YAB8R85/7169f0ae-8435-43ac-81cb-97ea6dc61a5f/PDF"},"edm:rights":{"@rdf:resource":"http://rightsstatements.org/vocab/InC/1.0/"},"edm:provider":"Slovenian National E-content Aggregator","edm:intermediateProvider":{"@xml:lang":"en","#text":"National and University Library of Slovenia"},"edm:dataProvider":{"@xml:lang":"sl","#text":"Univerza v Ljubljani, Fakulteta za družbene vede"},"edm:object":{"@rdf:resource":"http://www.dlib.si/streamdb/URN:NBN:SI:doc-8YAB8R85/maxi/edm"},"edm:isShownAt":{"@rdf:resource":"http://www.dlib.si/details/URN:NBN:SI:doc-8YAB8R85"}}}}