prikaz prve stranice dokumenta Nonprofit brand strength’s moderational role
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Nonprofit brand strength’s moderational role
Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 28 (2015), S; 155-166. urn:nbn:hr:145:368725
Wymer, Walter

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Wymer, W. (2015). Nonprofit brand strength’s moderational role. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 28. (S), 155-166. Preuzeto s https://urn.nsk.hr/urn:nbn:hr:145:368725

Wymer, Walter. "Nonprofit brand strength’s moderational role." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. 28, br. S, 2015, str. 155-166. https://urn.nsk.hr/urn:nbn:hr:145:368725

Wymer, Walter. "Nonprofit brand strength’s moderational role." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues 28, br. S (2015): 155-166. https://urn.nsk.hr/urn:nbn:hr:145:368725

Wymer, W. (2015) 'Nonprofit brand strength’s moderational role', Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 28(S), str. 155-166. Preuzeto s: https://urn.nsk.hr/urn:nbn:hr:145:368725 (Datum pristupa: 25.12.2024.)

Wymer W. Nonprofit brand strength’s moderational role. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues [Internet]. 25.03.2015. [pristupljeno 25.12.2024.];28(S):155-166. Dostupno na: https://urn.nsk.hr/urn:nbn:hr:145:368725

W. Wymer, "Nonprofit brand strength’s moderational role", Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. 28, br. S, str. 155-166, Ožujak 2015. [Online]. Dostupno na: https://urn.nsk.hr/urn:nbn:hr:145:368725. [Citirano: 25.12.2024.]

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Podaci o radu
Naslov (engleski)Nonprofit brand strength’s moderational role
AutorWalter Wymer
Znanstveno / umjetničko
područje, polje i grana		DRUŠTVENE ZNANOSTI
Ekonomija
Sažetak (engleski)
The nature and characteristics of the nonprofit brand strength construct are conceptualized.  Brand strength is defined as a multidimensional construct, composed by brand familiarity, brand remarkability, and brand attitude.  Brand familiarity refers to the level of knowledge the target audience has about the brand object. Brand attitude refers to the degree to which a brand object is perceived favorably by a target group. Brand remarkability refers to the degree to which a brand object is perceived by a target group to be extraordinary.  In the brand management nomological net, brand strength acts as a moderator, influencing the strength of the relationship between marketing tactics (antecedents) and marketing outcomes (consequents). Brand strength’s inter-dimensional relationships are conceptualized. A brand strength strategy grid is presented, which informs brand management strategy based on a brand’s current levels of brand familiarity and brand remarkability.
Ključne riječi (engleski)
Jezikengleski
Vrsta publikacijeZnanstveni rad - Pregledni rad
Status objaveObjavljen
Vrsta recenzijeRecenziran - međunarodna recenzija
Verzija publikacijeObjavljena verzija rada (izdavačev PDF)
Naslov časopisaEkonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues
Brojčani podacivol. 28, br. S, str. 155-166
p-ISSN0353-359X
e-ISSN1847-2206
URN:NBNurn:nbn:hr:145:368725
Datum objave publikacije2015-03-25
URL dokumentahttp://hrcak.srce.hr/137435
Vrsta resursaTekst
Prava pristupaOtvoreni pristup
Uvjeti korištenjaIkona licence Imenovanje-Nekomercijalno-Bez prerada 4.0 međunarodna (CC BY-NC-ND 4.0)
Datum i vrijeme pohrane2017-02-28 09:57:07