{"?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-DDBM08DV/3cd2c6fa-1917-4bf2-9738-a742257edc81/PDF","dcterms:extent":"241 KB"},{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-DDBM08DV/d2e3a03a-ce94-41a0-966c-09e1a53aa9b9/TEXT","dcterms:extent":"59 KB"}],"edm:TimeSpan":{"@rdf:about":"1997-2023","edm:begin":{"@xml:lang":"en","#text":"1997"},"edm:end":{"@xml:lang":"en","#text":"2023"}},"edm:ProvidedCHO":{"@rdf:about":"URN:NBN:SI:doc-DDBM08DV","dcterms:isPartOf":[{"@rdf:resource":"https://www.dlib.si/details/URN:NBN:SI:spr-NBP8CVHZ"},{"@xml:lang":"sl","#text":"Akademija MM"}],"dcterms:issued":"2018","dc:creator":"Tuškej Lovšin, Urška","dc:format":[{"@xml:lang":"sl","#text":"letnik:13"},{"@xml:lang":"sl","#text":"številka:27"},{"@xml:lang":"sl","#text":"str. 21-35"}],"dc:identifier":["ISSN:1408-1652","COBISSID:35568477","URN:URN:NBN:SI:doc-DDBM08DV"],"dc:language":"sl","dc:publisher":{"@xml:lang":"sl","#text":"Marketing magazin"},"dc:subject":[{"@xml:lang":"sl","#text":"blagovne znamke"},{"@xml:lang":"sl","#text":"potrošniki"},{"@xml:lang":"sl","#text":"prodaja"},{"@xml:lang":"sl","#text":"psihologija"}],"dcterms:temporal":{"@rdf:resource":"1997-2023"},"dc:title":{"@xml:lang":"sl","#text":"Antropomorfizacija znamk| preverjanje zanesljivosti in veljavnosti dveh izbranih načinov merjenja|"},"dc:description":[{"@xml:lang":"sl","#text":"This paper investigates the concept of brand anthropomorphism by examining the ways of measuring this phenomenon from theoretical and empirical perspectives. Drawing on the literature, the paper proposes two ways of measuring brand anthropomorphism, and introduces two instruments for its measurement. Both instruments are tested with a quantitative research on the data gathered from 464 Slovenian consumers. The results show that both proposed measures are reliable and valid. By establishing two valid and reliable instruments for measuring the extent to which consumers perceive a specific brand as human-like, this study contributes to marketing academia and practice. The results of the study also confirm the positive influence of brand anthropomorphism on consumers' emotional commitment and thus accentuate its role in establishing consumer-brand relationships"},{"@xml:lang":"sl","#text":"Pričujoči prispevek se na teoretski in empirični ravni ukvarja s konceptom antropomorfizacije znamk in empirično preverja načine merjenja tega pojava. Izhajajoč iz teorije opredeli dva načina, na katera lahko merimo antropomorfizacijo znamk, in oblikuje dva avtorska instrumenta, ki ju empirično preveri s kvantitativno študijo, izvedeno na vzorcu 464 slovenskih potrošnikov. Rezultati študije pokažejo, da oba predlagana merska instrumenta omogočata zanesljivo in veljavno merjenje antropomorfizacije znamk. Ta študija tako znanosti kot praksi ponuja dva instrumenta, ki omogočata merjenje obsega, do katerega potrošniki izbrano znamko zaznavajo kot človeško entiteto. Rezultati študije potrjujejo tudi pozitivni vpliv antropomorfizacije znamk na čustveno zavezanost potrošnika in prispevajo k utemeljitvi vloge, ki jo ima antropomorfizacija znamk pri vzpostavljanju odnosov med potrošniki in znamkami"}],"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-DDBM08DV","edm:aggregatedCHO":{"@rdf:resource":"URN:NBN:SI:doc-DDBM08DV"},"edm:isShownBy":{"@rdf:resource":"http://www.dlib.si/stream/URN:NBN:SI:doc-DDBM08DV/3cd2c6fa-1917-4bf2-9738-a742257edc81/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":"Društvo za marketing Slovenije"},"edm:object":{"@rdf:resource":"http://www.dlib.si/streamdb/URN:NBN:SI:doc-DDBM08DV/maxi/edm"},"edm:isShownAt":{"@rdf:resource":"http://www.dlib.si/details/URN:NBN:SI:doc-DDBM08DV"}}}}