engleski

Celebrity endorsement in Brand Management in Croatia

A number of studies have investigated the impact of celebrity endorsers on consumer's attitudes towards brand and on their purchase intentions. Despite the existance of extensive marketing literature and a growing use of celebrity endorsement in Croatia, little is known about how Croatian consumers react to celebrities in advertisements. Moreover, there is scarce knowledge about consumer opinion of or attitudes towards a celebrity endorsement strategy. This study represents preliminary, exploratory efforts to examine whether Croatian consumers recognize brands endorsed by national celebrities and to understand their opinions of and atitudes towards celebrity endorsement as a common and effective marketing practice employed for the purposes of brand management.

celebrity endorsement, brand management, Croatia

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