Pregled bibliografske jedinice broj: 694648
Consumers' attitudes toward Socialist Era Brands in Croatia and Serbia
Consumers' attitudes toward Socialist Era Brands in Croatia and Serbia // Marketing Theory Challenges in Emerging Societies
Beograd, 2012. str. 27-33 (predavanje, međunarodna recenzija, sažetak, znanstveni)
CROSBI ID: 694648 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Consumers' attitudes toward Socialist Era Brands in Croatia and Serbia
Autori
Butigan, R., Filipović, J., Gorton, M., Ognjanov, G., Stojanović, Ž. i White, J.
Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni
Izvornik
Marketing Theory Challenges in Emerging Societies
/ - Beograd, 2012, 27-33
ISBN
978-86-403-1240-0
Skup
3rd EMAC CEE Regional Conference
Mjesto i datum
Beograd, Srbija, 09.2012
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
branding; nostalgia; ethnocentrism; animosity; Croatia; Serbia
Sažetak
12 focus groups (n=101 participants), cutting across two countries (Croatia and Serbia) and three age groups (18-21, 35-45, pensioners) explored the contemporary appeal of confectionery brands originating from the socialist area. In their home markets, there is high awareness of, and strongly favourable attitudes toward, the selected socialist era brands. They are perceived principally as national brands rather than socialist per se. In the domestic market both personal nostalgia and ethnocentrism underpin the appeal. Consumers indicate a strong preference for domestic brands vis-à-vis those from other former Yugoslav republics. However, the negativity toward brands from other ex-SFRJ republics did not translate to transnational brands.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Ustanove:
Ekonomski fakultet, Zagreb
