Naslov
Driving the Value Premium Through Cultural, Symbolic, Economic and Social Capital Management

Autori
Vlašić, Goran ; Langer, Josef ; Krupka, Zoran

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
Marketing in the Socially-Networked World: Challenges of Emerging, Stagnant & Resurgent Markets / - Chicago (IL) : American Marketing Association, 2012, 60-60

Skup
2012 Summer Marketing Educators' Conference

Mjesto i datum
Chicago (IL), Sjedinjene Američke Države, 17.08.2012. - 19.08.2012

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Value Premium; Cultural Capital; Symbolic Capital; Economic Capital; Social Capital

Sažetak
This research, conducted in Croatia, aims at discussing and testing how different forms of capital can be managed in order to enhance the expected value premium, defined as the extent to which stakeholder perceives an entity in entitled to above-average reward for its output. We propose a model using a mediating mechanism that combine literature on sociology, marketing and reputation. Results indicate the greatest importance of cultural capital, followed by economic and symbolic capital. Social capital has important influence but only through its convertibility into other forms of capital. Cultural, symbolic and social capital impact value premium only indirectly, through entity charisma, trust and reputation. Economic capital is the only which, besides indirect effect, has a direct impact on value premium. Model exhibits high explanatory power for all the variables.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA