Pregled bibliografske jedinice broj: 567515
Celebrity Endorsement in Brand Management in Croatia
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
CROSBI ID: 567515 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
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