Naslov
Using Celebrity Endorsers For Brand Management In Transitional Market

Autori
Ozretić Došen, Đurđana ; Škare, Vatroslav ; Krupka, Zoran

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

Izvornik
Marketing & the Core Disciplines: Rediscovering References? / Jean-Pierre Helfer ; Jean-Louis Nicolas - Nantes : Audencia Nantes School of Management, 2009

Skup
38th EMAC Conference “ Marketing & the Core Disciplines: Rediscovering References?”

Mjesto i datum
Nantes, Francuska, 26.05.2009. - 29.05.2009

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Celebrity Endorsement; Brand Management; Croatia

Sažetak
Considerable evidence has accumulated in social sciences and in marketing about celebrity endorsers (CE) as a specific way in which meaning can be transferred to brands. Authors investigate the use of CE in Croatia. The purpose is to explore and understand Croatian consumers' attitudes to the importance of the characteristics of CE as a marketing practice employed for brand management. Three hypotheses are tested. Results reveal a high rate of recognition and match for selected CE and the brands they endorse. Consumers perceive celebrity credibility and the celebrity and audience match to be the most important individual CE characteristics for successful brand endorsements. Risk of celebrity overshadowing brand is considered as the least important. Results indicate that the importance of the criteria to some extent depends on demographics.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA