Pregled bibliografske jedinice broj: 805576
Consumers' attitudes toward Socialist Era Brands in Croatia and Serbia
Consumers' attitudes toward Socialist Era Brands in Croatia and Serbia // 3rd EMAC CEE Regional Conference, Marketing Theory Challenges in Emerging Societies / Maričić, Branko ; Ognjanov, Galjina (ur.).
Beograd: Faculty of Economics, University of Belgrade - Publishing Centre, 2012. str. 27-33 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
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Naslov
Consumers' attitudes toward Socialist Era Brands in Croatia and Serbia
Autori
Butigan Ružica, Filipović, J., Gorton, M., Ognjanov, G., Stojanović, Ž. i White, J.
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
3rd EMAC CEE Regional Conference, Marketing Theory Challenges in Emerging Societies
/ Maričić, Branko ; Ognjanov, Galjina - Beograd : Faculty of Economics, University of Belgrade - Publishing Centre, 2012, 27-33
ISBN
978-86-403-1240-0
Skup
3rd EMAC CEE Regional Conference, Marketing Theory Challenges in Emerging Societies
Mjesto i datum
Beograd, Srbija, 12.09.2012. - 14.09.2012
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
branding; nostalgia; ethnocentrism; animosity; Croatia; Serbia
Sažetak
12 focus groups (n=101 participants), cutting across two countries (Croatia and Serbia) and three age groups (18-21, 35-45, pensioners) explored the contemporary appeal of confectionery brands originating from the socialist area. In their home markets, there is high awareness of, and strongly favourable attitudes toward, the selected socialist era brands. They are perceived principally as national brands rather than socialist per se. In the domestic market both personal nostalgia and ethnocentrism underpin the appeal. Consumers indicate a strong preference for domestic brands vis-à-vis those from other former Yugoslav republics. However, the negativity toward brands from other ex-SFRJ republics did not translate to transnational brands.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
