Naslov
A Preliminary Study of Consumers and Brand Managers’ Perceptions of Food Branding in Croatia: Two Sides of the Same Coin

Autori
Drašković, Nikola ; Ružić, Ivan ; Andrlić, Berislav

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

Izvornik
Proceedings of the 3rd International Conference Vallis Aurea / Katalinić, Branko - Beč : Požega : Veleučilište u Požegi ; DAAAM International Vienna, 2012, 235-245

ISBN
978-953-7744-16-8

Skup
3rd International Conference Vallis Aurea focus on: Regional Development

Mjesto i datum
Požega, Hrvatska, 05.10.2012

Vrsta sudjelovanja
Poster

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
branding; Croatian food industry; brand managers; Croatian consumers

Sažetak
This preliminary study provides a comparative analysis of food brands and branding perceptions by consumers and brand managers. As the empirical research reveals, consumers rely significantly on the brands they are familiar with in order to minimise risk during the purchase phase. Furthermore, consumers also perceive a brand as an indication of product quality. Brand managers are aware of the link between the perceived and real product quality and a brand. Besides maintaining consumer loyalty, one of the biggest challenges for food brand managers in Croatia seems to be competition from private labels.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA