Creating brand market value

Brzaković, Aleksandar; Brzaković, Tomislav; Brzaković, Pavle

doi:10.5937/aneksub1942017b

Cited by 3 publications

(3 citation statements)

References 13 publications

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“…Processing capacities owned by international companies with modernized production, modern marketing approaches and internationally recognizable brands contribute to this significantly. Brands are valuable intangible assets and one of the most important resources that offer many benefits (Brzakovic et al , 2019). Thus, brands of agri-food products from Vojvodina have significant potential, especially in countries in the region where some brands have high recognition.…”

Section: Discussionmentioning

confidence: 99%

The agribusiness sector as a regional export opportunity: evidence for the Vojvodina region

Matkovski

Zekić

Jurjević

et al. 2021

IJOEM

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PurposeThe purpose of this paper is to determine if the agribusiness sector can be an initiator of export on the emerging markets. For this aim, we analyzed export opportunities for the region of Vojvodina, the region in Serbia with the most potential for agribusiness.Design/methodology/approachThis paper uses the Comparative Advantage Index and the Index of Intra-industrial Integration to determine the region's level of comparative advantage and the market's level of integration on the main emerging markets.FindingsThe results show that this region has the most competitive advantages in crop production – primarily in cereals and industrial plants – but the situation is not favorable for livestock production. Because of this, comparative advantage should be used as a factor for the growth of competitiveness in the sectors for which crop products are the raw material base. At the same time, agricultural policy measures should encourage more intensive agricultural production, which could create a better foundation for progress in the food industry.Research limitations/implicationsData collected on foreign trade at the level of statistical regions is not always reliable. Also, regional and local characteristics are specific to each country, so the ability to generalize conclusions is limited.Practical implicationsThis paper provides a useful review of the agri-food sector's competitiveness and determines which agri-food segments have competitive advantages. It is essential for policymakers to identify what determinants improve or degrade the competitiveness of the region's agri-food sector.Originality/valueSince there are a limited number of studies analyzing trends of competitiveness for the region's agri-food sector, the paper will contribute to filling this gap. Furthermore, the framework is conceptually innovative in identifying the determinants that create export opportunities for the region on the international market.

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Section: Discussionmentioning

confidence: 99%

The agribusiness sector as a regional export opportunity: evidence for the Vojvodina region

Matkovski

Zekić

Jurjević

et al. 2021

IJOEM

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“…However, it is important to take into account the fact that branding does not happen on the market, but exclusively in the minds and awareness of the consumers (Mandariš, 2016). A brand is the result of all the mental connections that the consumer creates with a given entity (Brzakoviš et al, 2019). The importance of the brand comes from the fact that it is a strategic asset for competitive advantage (Terziš & Đališ, 2019).…”

Section: Gastronomic Events and Destination Brandingmentioning

confidence: 99%

Authenticity of gastronomic events as a function of branding a destination

Čavić¹,

Mandarić

2021

Menadž u hotelijerstvu i turiz

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The promotion of authentic food and beverages in Vojvodina is most commonly carried out in gastronomic events. Vojvodina is rich in gastronomic products coming from the households of different nations that inhabit its territory. Gastronomic events with their authenticity can contribute to the creation of the destination brand. The aim of the present study is to explore the authenticity of gastronomic events, which could contribute to a better promotion of Vojvodina and the creation of a recognizable brand of this tourist destination. The research was conducted through the method of survey, using a questionnaire on a sample of 150 respondents. Using statistical methods of binary logistic regression, Chi - square and Fisher's test, the analysis was performed and the results were presented. The findings of the research indicate that the authenticity of gastronomic events is recognized by the tourists; however, this should be better utilized in destination branding, as this feature could be the key in attracting tourists.

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“…Managers in tourism try to make a positive destination image (Mariš et al, 2020), and such actions must be constant and careful to reach the market value of a brand (Brzakoviš et al, 2020). In order to attract more domestic and international tourists, many destinations organize festivals that represent their local traditional culture .…”

Section: Introductionmentioning

confidence: 99%

Impacts of the music festival Lovefest on the attitudes of the local population in Vrnjačka Banja

Đorđević¹,

Podovac²,

Milićević³

et al. 2021

Menadž u hotelijerstvu i turiz

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The electronic music festival Lovefest, which has been held in Vrnjačka Banja since 2007, gathers a great number of domestic and international visitors. In addition to the positive impacts, which are primarily reflected in the generation of income that is important for the tourism economy and to the local population of Vrnjačka Banja, this event creates numerous negative impacts as well. The purpose of this study is to examine the differences in the local population's attitudes to the positive and the negative impacts of Lovefest based on their age, gender, educational level, occupation, and the relation between their job and tourism. To process the primary data descriptive statistical analysis, t-test, and ANOVA are used. The results indicate that the local population's attitudes to some positive and negative impacts of Lovefest differ regarding their socio-demographic characteristics.

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Creating brand market value

Cited by 3 publications

References 13 publications

The agribusiness sector as a regional export opportunity: evidence for the Vojvodina region

The agribusiness sector as a regional export opportunity: evidence for the Vojvodina region

Authenticity of gastronomic events as a function of branding a destination

Impacts of the music festival Lovefest on the attitudes of the local population in Vrnjačka Banja

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