A qualitative approach to understanding brand image in an international context: Insights from Croatia and Serbia

Purpose - The paper aims to demonstrate the utility of qualitative research for: understanding differences in brand image across markets; the critical assessment of marketing theory; informing revisions to quantitative scales and metrics used in international branding research. This is accomplished...

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Veröffentlicht in:	International marketing review 2013-09, Vol.30 (4), p.275-296
Hauptverfasser:	Brečić, Ružica, Filipović, Jelena, Gorton, Matthew, Ognjanov, Galjina, Stojanović, Žaklina, White, John
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand identification Brand image Consumer attitudes Consumers Ethnocentrism Focus groups Identity International markets Market entry Marketing Perceptions Personality Product quality Qualitative research
Online-Zugang:	Volltext
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