Naslov
Defining slavonian brands as a vehicle of economic development

Autori
Medić, Mane ; Hadrović Zekić, Blaženka ; Tolušić, Zdravko

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
6th International Scientific Symposium: Economy of Eastern Croatia - Vision and Growth / Mašek Tonković, Anka - Osijek : Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2017, 881-887

Skup
6. Međunarodni znanstveni simpozij "Gospodarstvo Istočne Hrvatske - vizija i razvoj"

Mjesto i datum
Osijek, Hrvatska, 25.05.2017. - 27.05.2017

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
defining a brand ; brand creation ; brand management ; regional identity of brands ; Slavonia

Sažetak
Purpose and goal: The research topic, from an economic point of view, includes exploring the preconditions for creating a brand in the food industry based on the theoretical and historical insights into the development of traditional products, as well as designing marketing strategies in the process of brand development. Methodology: Analysis of existing research into brand equity in the food industry and the values characterizing the brand in the hierarchy of factors influencing the purchase decision process. Main results: Replacing the 4P concept (product, price, place, promotion) with the “consumer is everything” concept, i.e. the consumer's perception of the product. Implications: Based on the insights gained, effective marketing strategies for the development and monitoring of the brand will be devised.

Izvorni jezik
Engleski

Znanstvena područja
Poljoprivreda (agronomija), Ekonomija

Napomena
This work has been fully supported-supported in part by Croatian Science Foundation under the project (3396). Zbornik radova je indeksiran u: Thomson Reuters, Web of Science, Core Collection ; EBSCOhost ; EconPapers

POVEZANOST RADA