Naslov
"Balkan Bricolage":Consumption Symbolism in Socialist and Post-socialist Croatia

Autori
Sredl, K.C., Renko, N.

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

Izvornik
Zbornik The 30th Annual Macromarketing Conference / - , 2005

Skup
Discourse, Diversity and Distinction: Macromarketing at 30 Years

Mjesto i datum
St. Petersburg (FL), Sjedinjene Američke Države, 28.05.2005. - 31.05.2005

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
advertising; consumption; socio-economic context; global and local meaning of brand

Sažetak
Consumption in Croatia is a bricolage of meanings taken from foreign and local sources (Scott 1994). This paper unpacks the meaning of status in consumption and advertising during a fundamental change of the socio-economic context in Croatia. Status is a construct at the nexus of national and individual idntity. The meanings of symbolic consumption are both local and global. A key advertising strategy is positioning certain categories of goods as status symbols. It relies on understanding status hierarchies, and global and local meanings of brands, which were unexplored in Croatia and other post-socialist countries.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA