Pregled bibliografske jedinice broj: 1092344
Brand representation and symbolism understanding – perceived differences among young consumers
Brand representation and symbolism understanding – perceived differences among young consumers // Proceedings of the European Marketing Academy - 11th EMAC Regional Conference / Fudurić, Morana ; Horvat, Sandra ; Komarac, Tanja ; Škare, Vatroslav (ur.).
Zagreb: Ekonomski fakultet Sveučilišta u Zagrebu, 2020. str. 22-31 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 1092344 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Brand representation and symbolism understanding –
perceived differences among young consumers
Autori
Brzovska, Ezeni ; Debarliev, Stojan ; Ozretić Došen, Đurđana
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Proceedings of the European Marketing Academy - 11th EMAC Regional Conference
/ Fudurić, Morana ; Horvat, Sandra ; Komarac, Tanja ; Škare, Vatroslav - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu, 2020, 22-31
Skup
11th EMAC Regional Conference: Challenging the Status Quo in Marketing Research
Mjesto i datum
Zagreb, Hrvatska, 16.09.2020. - 19.09.2020
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
brand symbolism ; young children ; brand representation
Sažetak
The purpose of the paper is to understand whether children of different ethnicity, age and gender relate to brand logos in different ways in term of brand representation and brand symbolism. Children begin to understand symbolic aspects of consumption at early age, enhancing the importance to observe and explain certain pattern of behavior in very young children. The paper extends existing research by including more diverse sample of children with different ethnic background and the research was administered across three testing sessions, assessing level of brand representation and symbolism in children aged 3 to 5 years. The findings indicated that brand representation and understanding brand symbolism commences at an early age. Differences in the perceptions among children with different demographic characteristic were identified, with potential implication on the effects of branding.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
Citiraj ovu publikaciju:
Časopis indeksira:
- Web of Science Core Collection (WoSCC)
- Conference Proceedings Citation Index - Social Sciences & Humanities (CPCI-SSH)
