Zobrazeno 1 - 5
of 5
pro vyhledávání: '"Živa Kolbl"'
Autor:
Živa Kolbl, Selma Saračević
Publikováno v:
Economic and Business Review, Vol 22, Iss 4 (2020)
The relationship between consumers and brands is an important area of research in marketing. The realisation that consumers form interpersonal–like relationships with brands has changed the course of research in marketing, which has since also focu
Externí odkaz:
https://doaj.org/article/397e5d7f1378455b9bf2284791978317
Publikováno v:
Journal of Business Research. 118:346-362
Contributing to the literature on brand stereotyping, we draw on the Stereotype Content Model to investigate whether the content of the brand stereotype (in terms of warmth and competence) impacts consumers' perceptions of functional, emotional and s
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::214d53b7270053c65c201f5540c0a61e
https://doi.org/10.1016/j.jbusres.2020.06.048
https://doi.org/10.1016/j.jbusres.2020.06.048
PurposeDrawing on the stereotype content model (SCM), the authors investigate the stereotype content transfer (in terms of warmth and competence) from country to brand and the simultaneous impact of these two stereotypes on consumer responses toward
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::1016b61a645771974d450dd9a5cd1d38
https://doi.org/10.1108/imr-09-2020-0209
https://doi.org/10.1108/imr-09-2020-0209
Autor:
Selma Saračević, Živa Kolbl
Publikováno v:
Economic and Business Review. 22
Odnos med porabniki in blagovnimi znamkami je pomembno raziskovalno podrocje v trženju. Ugotovitev, da porabniki z blagovnimi znamkami tkemo odnose, podobne medcloveskim, je spremenila tok raziskovanja v trženju, ki se od takrat usmerja tudi v prou
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::032f8d43aeecfb8a78b54fc79ee4703f
https://doi.org/10.15458/2335-4216.1030
https://doi.org/10.15458/2335-4216.1030
Publikováno v:
Global Fashion Management Conference. 2018:584-584
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::f7ba9f427ecbca3fe68f5315e71bdb3c
https://doi.org/10.15444/gmc2018.05.05.06
https://doi.org/10.15444/gmc2018.05.05.06