Consumers' attitudes toward Socialist Era Brands in Croatia and Serbia
| العنوان: | Consumers' attitudes toward Socialist Era Brands in Croatia and Serbia |
|---|---|
| المؤلفون: | Butigan, R., Filipović, J., Gorton, M., Ognjanov, G., Stojanović, Ž. i White, J. |
| سنة النشر: | 2012 |
| مصطلحات موضوعية: | branding, nostalgia, ethnocentrism, animosity, Croatia, Serbia |
| الوصف: | 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. |
| اللغة: | English |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=57a035e5b1ae::aac9ea01e0536ab19c9d03082194d951 https://www.bib.irb.hr/694648 |
| Rights: | CLOSED |
| رقم الانضمام: | edsair.57a035e5b1ae..aac9ea01e0536ab19c9d03082194d951 |
| قاعدة البيانات: | OpenAIRE |
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