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Pregled bibliografske jedinice broj: 567515

Celebrity Endorsement in Brand Management in Croatia


Ozretić Došen, Đurđana; Škare, Vatroslav; Krupka, Zoran
Celebrity Endorsement in Brand Management in Croatia // The Changing Nature of Doing Business in Transition Economies / Marinov, Marin ; Marinova Svetla (ur.).
London : Delhi: Palgrave Macmillan, 2011. str. 214-224


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Naslov
Celebrity Endorsement in Brand Management in Croatia
(Celebrity endorsement in Brand Management in Croatia)

Autori
Ozretić Došen, Đurđana ; Škare, Vatroslav ; Krupka, Zoran

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
The Changing Nature of Doing Business in Transition Economies

Urednik/ci
Marinov, Marin ; Marinova Svetla

Izdavač
Palgrave Macmillan

Grad
London : Delhi

Godina
2011

Raspon stranica
214-224

ISBN
978-0-230-51617-5

Ključne riječi
celebrity endorsement, brand management, Croatia

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija



POVEZANOST RADA


Projekti:
067-0000000-3375 - Strategija razvoja imidža Republike Hrvatske u procesu pridruživanja EU (Ozretić Došen, Đurđana, MZOS ) ( CroRIS)

Ustanove:
Ekonomski fakultet, Zagreb


Citiraj ovu publikaciju:

Ozretić Došen, Đurđana; Škare, Vatroslav; Krupka, Zoran
Celebrity Endorsement in Brand Management in Croatia // The Changing Nature of Doing Business in Transition Economies / Marinov, Marin ; Marinova Svetla (ur.).
London : Delhi: Palgrave Macmillan, 2011. str. 214-224
Ozretić Došen, Đ., Škare, V. & Krupka, Z. (2011) Celebrity Endorsement in Brand Management in Croatia. U: Marinov, M. & Marinova Svetla (ur.) The Changing Nature of Doing Business in Transition Economies. London : Delhi, Palgrave Macmillan, str. 214-224.
@inbook{inbook, author = {Ozreti\'{c} Do\v{s}en, \DJur\djana and \v{S}kare, Vatroslav and Krupka, Zoran}, editor = {Marinov, M. and Marinova Svetla}, year = {2011}, pages = {214-224}, keywords = {celebrity endorsement, brand management, Croatia}, isbn = {978-0-230-51617-5}, title = {Celebrity Endorsement in Brand Management in Croatia}, keyword = {celebrity endorsement, brand management, Croatia}, publisher = {Palgrave Macmillan}, publisherplace = {London : Delhi} }
@inbook{inbook, author = {Ozreti\'{c} Do\v{s}en, \DJur\djana and \v{S}kare, Vatroslav and Krupka, Zoran}, editor = {Marinov, M. and Marinova Svetla}, year = {2011}, pages = {214-224}, keywords = {celebrity endorsement, brand management, Croatia}, isbn = {978-0-230-51617-5}, title = {Celebrity endorsement in Brand Management in Croatia}, keyword = {celebrity endorsement, brand management, Croatia}, publisher = {Palgrave Macmillan}, publisherplace = {London : Delhi} }




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