Pregled bibliografske jedinice broj: 929359
Scientists and researchers in marketing communications campaigns
Scientists and researchers in marketing communications campaigns // 8th European Forum for Marketing of Scientific and Research Organizations
Varšava, Poljska, 2017. (pozvano predavanje, nije recenziran, neobjavljeni rad, znanstveni)
CROSBI ID: 929359 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Scientists and researchers in marketing communications campaigns
Autori
Ozretić Došen, Đurđana
Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, neobjavljeni rad, znanstveni
Skup
8th European Forum for Marketing of Scientific and Research Organizations
Mjesto i datum
Varšava, Poljska, 16.11.2017. - 17.11.2017
Vrsta sudjelovanja
Pozvano predavanje
Vrsta recenzije
Nije recenziran
Ključne riječi
celebrity endorsement, brand management, scientific and research organisations
Sažetak
The purpose of the presentation was twofold: to improve the understanding of the concept of celebrity endorsement and its usage in brand management and to explain the benefits and challenges of the usage of celebrity endorsement. Also, an assessment of celebrity endorsement, as a specific challenge in the brand management of scientific and research organizations was presented, through an analysis of 10 criteria important for evaluating potential celebrity endorsers.
Izvorni jezik
Engleski
