Review
DOMESTIC OR FOREIGN? THE RELATIONSHIP BETWEEN NATIONAL IDENTITY AND BRAND CHOICE AMONG SERBIAN CONSUMERS
Čaba Kozak
· 0 citations
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Review
Open access
2025
Domestic or foreign: The relationship between national identity and brand choice among Serbian consumers
This study examines how Serbian consumers relate to the “Made in Serbia” label and whether this influences their choice of domestic brands. My focus was on how much national origin matters in consumer decisions today. Another important question was whether choices are driven by emotional attachment or rational consider...
Čaba Kozak
· Poslovna ekonomija · 0 citations