IDEAS home Printed from https://ideas.repec.org/h/pal/palchp/978-0-230-33701-5_11.html
   My bibliography  Save this book chapter

Celebrity Endorsement in Brand Management in Croatia

In: The Changing Nature of Doing Business in Transition Economies

Author

Listed:
  • Durdana Ozretic-Dosen
  • Vatroslav Skare
  • Zoran Krupka

Abstract

A number of studies have investigated the impact of celebrity endorsers on consumers’ attitudes towards brands and on their purchase intentions. Despite the existence of extensive marketing literature and a growing use of celebrity endorsement in Croatia, little is known about how Croatian consumers react to celebrities in advertisements. Moreover, there is scarce knowledge about consumer opinion of or attitudes towards a celebrity endorsement strategy. This study represents preliminary, exploratory efforts to examine whether Croatian consumers recognize brands endorsed by national celebrities and to understand their opinions of and attitudes towards celebrity endorsement as a common and effective marketing practice employed for the purposes of brand management.

Suggested Citation

  • Durdana Ozretic-Dosen & Vatroslav Skare & Zoran Krupka, 2011. "Celebrity Endorsement in Brand Management in Croatia," Palgrave Macmillan Books, in: Marin Marinov & Svetla Marinova (ed.), The Changing Nature of Doing Business in Transition Economies, chapter 11, pages 214-224, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-33701-5_11
    DOI: 10.1057/9780230337015_11
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palchp:978-0-230-33701-5_11. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.