Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2019.1640628
Comparative analysis of consumer attitudes in Croatia and Serbia according to domestic and foreign brands
Tihomir Vranešević
Nenad Perić
Sažetak
Brand management is an effective tool in today’s market conditions.
In some markets there are numerous brands that can be
seen as domestic and foreign. Domestic brands are a broad category
and they can represent brands which own domestic products,
thus representing brands that are present on some part of
the national market, or they may be national brands that are present
throughout the entire national market. Successful brand
management implies a necessary focus on the appropriate market
segment of the consumer and that the brand has an appropriate
exchange value (viewed through the functional, emotional and
symbolic component of that value). The assumption of seeing
what value brands have and what value consumers demand
refers to the perception of consumer attitudes about it. This
paper examines consumer attitudes by looking at brands through
two generic groups (domestic and foreign brands) as well as covering
two markets (Croatia and Serbia). Primary research which
has been carried out on a sample of 555 consumers (n¼291 in
Croatia, n¼264 in Serbia) shows that there are numerous similarities
as well as some differences regarding consumer attitudes
about domestic and foreign brands.
Ključne riječi
Consumer attitudes; domestic brands; foreign brands; product quality; Croatia; Serbia
Hrčak ID:
254354
URI
Datum izdavanja:
9.2.2021.
Posjeta: 701 *