engleski

"Balkan Bricolage":Consumption Symbolism in Socialist and Post-socialist Croatia

Consumption in Croatia is a bricolage of meanings taken from foreign and local sources (Scott 1994). This paper unpacks the meaning of status in consumption and advertising during a fundamental change of the socio-economic context in Croatia. Status is a construct at the nexus of national and individual idntity. The meanings of symbolic consumption are both local and global. A key advertising strategy is positioning certain categories of goods as status symbols. It relies on understanding status hierarchies, and global and local meanings of brands, which were unexplored in Croatia and other post-socialist countries.

advertising; consumption; socio-economic context; global and local meaning of brand; marketing

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