Pregled bibliografske jedinice broj: 519237
Some psychological aspects of celebrity marketing
Some psychological aspects of celebrity marketing // Interdisciplinary Management Researsh VII / Barković, Dražen (ur.).
Osijek: Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2011. str. 254-260 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 519237 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Some psychological aspects of celebrity marketing
Autori
Brekalo, Miljenko ; Penava Brekalo, Zvjezdana ; Kurtović, Gordana
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Interdisciplinary Management Researsh VII
/ Barković, Dražen - Osijek : Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2011, 254-260
ISBN
978-953-253-065-1
Skup
Interdisciplinary Management Researsh VII
Mjesto i datum
Poreč, Hrvatska; Osijek, Hrvatska, 13.05.2011. - 14.05.2011
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
emotional bounds ; psychological needs ; identification ; commtiment.
Sažetak
When planning or conducting celebrity marketing psychological aspects have to be carefully taken into account. The results of the researches show that there are strong emotional bounds being created in the interaction between a celebrity and fans. These emotional bounds can be so strong that some fans compare them with those they cherish for their family members or even their children. This becomes a somewhat strange connection since there is mostly no true, real life interaction or relationship between some celebrity and his/her fan. However there is a true feeling of intimacy created with fans. The reasons for such behavior lie in the psychological needs for identification with a celebrity.
Izvorni jezik
Engleski
POVEZANOST RADA
Ustanove:
Institut društvenih znanosti Ivo Pilar, Zagreb
