Утицај националних културних димензија на подршку славних
Sažetak
Подршка познатих личности једна је од најефикаснијих промотивних стратегија и, као таква, широко је присутна и у домаћем и у међународном маркетингу. Примена ове промотивне стратегије у глобалном маркетингу захтева адаптацију у зависности од културних образаца понашања потрошача у међународном окружењу. Сходно томе, предмет ове студије је утицај културе на ефекат подршке познатих личности у глобалном контексту. Циљ студије је испитивање утицаја националних културних димензија, на основу Хофстедовог модела (дистанца моћи и индивидуализам/колективизам), на перцепције испитаника из различитих културних средина у вези са појављивањем познатих личности у промотивним активностима, перципираним квалитетом производа које подржавају познате личности, атрактивношћу и кредибилитетом познатих личности. Примарни подаци су прикупљени методом личног интервјуа, применом технике онлајн анкетирања. У студији је учествовало укупно 353 испитаника из 70 различитих националности. Хипотезе истраживања су тестиране коришћењем техника групног поређења, тачније t-теста независних узорака. Резултати сугеришу да је подршка познатих личности повољнија у колективистичким и културама са високом дистанцом моћи у поређењу са индивидуалистичким и културама са ниском дистанцом моћи. Теоријски допринос студије лежи у пружању нових увида у утицај културе на понашање потрошача. Резултати могу послужити као смернице маркетиншким менаџерима у развоју плана маркетиншке стратегије за међународна тржишта, што се може сматрати практичним доприносом студије.
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