Novi svijet za marketing muzeja? Suočavanje sa starim nedoumicama pri izazivanju novih tržišnih prilika

Museums are part of a wider cultural and entertainment environment, which is ruled by highly demanding visitors who seek immersive experiences (edutainment) and time-saving arrangement. This has encouraged and, in some opinions, forced museums to turn their focus from collections to visitors. In addition, museums have faced competition and new technologies in the form of virtual museums and virtual reality. This has emphasized the need to accept marketing as a survival tool and to make it into a link between museums and visitors. This article attempts to give current insights into museum marketing as part of the arts marketing field. Its aim is also to identify and explain some of the major challenges and opportunities facing everyday museum business, in order to provide insight into the complex world of museum marketing. Former findings about the development of museum marketing and its biggest changes and challenges are presented, summarized and analyzed.Muzeji pripadaju širem kulturnom i zabavnom okruženju u kojem vladaju izrazito zahtjevni posjetitelji koji traže izuzetna iskustva (edukacije i zabave istovremeno) s uštedom vremena. To je potaknulo, a po nekim mišljenjima i prisililo muzeje da se usmjere od kolekcija prema posjetiteljima. Oni se isto tako susreću s konkurencijom i novim tehnologijama u obliku virtualnih muzeja i virtualne stvarnosti. To je dovelo do naglašavanja potrebe prihvaćanja marketinga kao sredstva za preživljavanje muzeja i poveznice između muzeja i posjetitelja. U članku se pokušava dati uvid u aktualno područje marketinga muzeja kao dijela marketinga u kulturi i umjetnosti. Isto tako, cilj je identificirati i objasniti glavne izazove i prilike s kojima se muzeji susreću u svakodnevnom poslovanju kako bi se dobio uvid u složen svijet marketinga muzeja. Predstavljena su, sažeta i analizirana dosadašnja saznanja o razvoju marketinga muzeja, njegovim promjenama i izazovima

INSIGHT INTO THE PERCEPTIONS OF MUSEUMS AND OPPORTUNITIES FOR MUSEUM SERVICE IMPROVEMENT: A STUDENT PERSPECTIVE

Cilj je istraživanja otkriti kako studenti u Republici Hrvatskoj percipiraju muzeje s obzirom na nepostojanje prethodnih istraživanja. Konkretnije, nastojalo se (1) otkriti kako studenti opisuju muzeje i posjetitelje muzeja, (2) otkriti ulogu muzeja u društvu te (3) prikupiti prijedloge studenata radi poboljšanja iskustva posjeta muzeju. Korištena je kombinirana metodologija kvantitativnog i kvalitativnog istraživanja. Kako bi se dobio uvid u percepcije muzeja, kao instrument istraživanja korišten je anketni upitnik s otvorenim i zatvorenim pitanjima. Istraživanje je provedeno na uzorku od 110 ispitanika (studenata). Otkriveno je kako studenti u Republici Hrvatskoj imaju pozitivnu percepciju muzeja i posjetitelja muzeja. Uloga muzeja u društvu vezana je uz edukaciju te kulturno uzdizanje, dok je posebnost muzeja u usporedbi s drugim institucijama u tome što nude specifična znanja i vještine te izlažu autentične predmete. Kod prijedloga za poboljšanje iskustva posjete muzeju, interaktivnost i prilagodba usluga muzeja mladima, najčešće su isticana područja poboljšanja ponude muzeja. Ograničenja istraživanja vezana su uz vrstu i veličinu uzorka, namjerni prigodni uzorak od 110 studenata jednog zagrebačkog fakulteta. Ovo je prvi rad koji, koristeći kombiniranu metodologiju istraživanja, daje uvid u to kako studenti u Republici Hrvatskoj doživljavaju muzeje.The aim of this paper is to explore students’ perceptions of museums in the Republic of Croatia. Because of a lack of research of this topic, we tried specifically to: (1) find out how students describe museums and museum visitors, (2) discover the role of museums in society and (3) collect students’ suggestions on how museums can improve the museum visitor experience. A mixed-method research methodology that combines qualitative and quantitative data was used. A questionnaire with open-ended and closed questions was administered as a research instrument to obtain insight into the perceptions of museums. The research was conducted on a sample of 110 respondents (students). We found that students have a positive perception of museums and museum visitors. The role of museums in society is related to education and cultural uplift, while the uniqueness museums compared to other institutions arises from the fact that they offer specific knowledge and skills and display authentic objects. Students’ suggestions for improvements in museum experience are related to the interactivity and customisation of museum services. Research limitations are related to the sample size and structure, an intentional sample of 110 respondents (students) of a single faculty in Zagreb. This is the first paper to provide an insight into students’ museum perceptions in the Republic of Croatia using a mixed-method research methodology

Strategic Brand Management in Emerging Markets: Consumer Perceptions of Brand Extensions

The purpose of this paper is to examine consumers’ perceptions of the parent brand and their attitudes towards the brand extensions by exploratory researching the topic in the new context of one emerging European market. Theoretical part gives a comprehensive description and analysis of the main features of the brand extension strategy. The purpose of the primary research is to explore and understand Croatian consumers’ perceptions about the global parent brand (Coca-Cola) and their attitudes towards its extensions on the Croatian market. Research results support the assumption that managers should introduce brand extension when they are sure of the position of the parent brand and its former extensions in the consumers’ mind. As such, results corroborate previous findings, showing how it is necessary to know the existing level of brand affect, brand loyalty, and brand trust since they have different impacts on consumers’ perceptions of the brand extension. The main contribution of the paper stems from the replication and extension of the previous research in the new context (in terms of the level of the market development and consumer culture). Research findings add to the existing knowledge with insights and results from the new market (Croatia), and as such might help in increasing understanding of the brand extension phenomena in the field of the strategic brand management in emerging markets

Perceived Private Label Authenticity: A Two-Study Analysis

Svrha - Svrha je rada istražiti dimenzije percipirane autentičnosti privatne marke. Tri su cilja. Prvo, istražiti kako potrošači povezuju koncept autentičnosti s proizvođačkim i privatnim markama te usporediti njihove perspektive o percipiranoj autentičnosti maraka proizvođačkih i privatnih maraka. Drugo, odrediti i provjeriti prikladnost dimenzija specifičnih za mjerenje autentičnosti privatnih maraka. Naposljetku, ponuditi model za mjerenje autentičnosti privatnih maraka i empirijski ga testirati. Metodološki pristup - Korištene su kvalitativna i kvantitativna metoda istraživanja. Kvalitativno istraživanje provedeno je u šest fokus grupa. U kvantitativnom dijelu istraživanja provedeno je anketno istraživanje na prigodnom uzorku od 415 ispitanika iz Hrvatske. Korištena je konfirmatorna faktorska analiza za testiranje predloženih dimenzija modela percipirane autentičnosti privatnih marki. Rezultati i implikacije - Rezultati kvalitativnog istraživanja pokazuju drugačiji pogled potrošača na autentičnost privatnih u odnosu na proizvođačke marke. Potrošači pozitivno percipiraju privatne marke opisujući ih kao „pametan izbor“ i „dobra kvaliteta po povoljnim cijenama“. No oni ne povezuju autentičnost s privatnim markama kako je prikazano u postojećim modelima. Stoga je predložen novi model percipirane autentičnosti privatnih maraka. Kvantitativnim istraživanjem empirijski je potvrđeno postojanje pet dimenzija: kredibilitet, originalnost, komercijalizacija marke, povjerenje u lanac te strast zaposlenika. Predloženi novi model omogućuje maloprodavačima procjenu autentičnosti privatnih maraka kao specifičnih vrsta maraka kroz dimenzije bitne za privatne marke. Dodatno, naglašava se važnost povjerenja u maloprodavača i strast zaposlenika kao važne dimenzije percipirane autentičnosti privatne marke. Ograničenja - Ograničenja su vezana uz metode korištene u istraživanju. Sudionici svih šest fokus grupa bili su studenti ekonomije i poslovne ekonomije. Anketno istraživanje provedeno je na prigodnom uzorku ispitanika. Doprinos - Rad pruža novi pogled na postojeća istraživanja percipirane autentičnosti marke u kontekstu privatnih i proizvođačkih maraka. Na temelju kvalitativnog i kvantitativnog istraživanja predložen je novi model percipirane autentičnosti privatnih maraka koji se sastoji od pet dimenzija: (1) kredibiliteta, (2) originalnosti, (3) komercijalizacije marke, (4) povjerenja u lanac i (5) strasti zaposlenika.Purpose – The purpose of this paper is to explore further the dimensions of perceived private label authenticity. The aims are threefold. Firstly, to examine how consumers associate the concept of authenticity with manufacturer brands and private labels, comparing their perspectives on the perceived authenticity of manufacturer brands and private labels. secondly, to determine and verify the dimensions that would be appropriate for and specific to measuring private label authenticity. Finally, to offer a model for measuring private label authenticity and test the model empirically. Design/Methodology/Approach – Both qualitative and quantitative research methods were used. Qualitative research was conducted through six focus group interviews. A survey on a convenience sample of 415 respondents from Croatia was applied in the quantitative research phase. Confirmatory factor analysis was used to empirically test the proposed dimensions of the perceived private label authenticity model. Findings and implications – The results of qualitative research demonstrate that consumers have different views of private label authenticity compared to manufacturer brands. Consumers have positive perceptions of private labels, describing them as " a smart choice" and "good-quality products at lower prices". Still, they do not associate them with the notion of authenticity as presented in the existing models. Therefore, a new perceived private label authenticity model is proposed. The quantitative study empirically confirmed its five dimensions: credibility, originality, brand commercialization, trust in the chain, and employee passion. The new proposed model allows retailers to assess private label authenticity using dimensions that are important for private labels as a specific brand type. Additionally, it highlights the importance of trust in the retailer and employee passion as important dimensions of private label authenticity. Limitations – Limitations are related to the methods used in the studies. Participants in all six focus groups were graduate students in economics and business. The survey was done on a convenience sample of respondents. Originality – This paper sheds additional light on extant studies of the perceived brand authenticity construct in the context of private labels and manufacturer brands. Based on qualitative and quantitative research, it proposes a new model of perceived private label authenticity, comprising five dimensions: (1) credibility, (2) originality, (3) brand commercialization, (4) trust in the chain, and (5) employee passion