engleski

A Preliminary Study of Consumers and Brand Managers’ Perceptions of Food Branding in Croatia: Two Sides of the Same Coin

This preliminary study provides a comparative analysis of food brands and branding perceptions by consumers and brand managers. As the empirical research reveals, consumers rely significantly on the brands they are familiar with in order to minimise risk during the purchase phase. Furthermore, consumers also perceive a brand as an indication of product quality. Brand managers are aware of the link between the perceived and real product quality and a brand. Besides maintaining consumer loyalty, one of the biggest challenges for food brand managers in Croatia seems to be competition from private labels.

branding; Croatian food industry; brand managers; Croatian consumers

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