Muškinja, Andrea; Komen, Ivana First - In: Tržište/Market 25 (2013) 1, pp. 51-62
practice. The results of our research show that: a) marketing literature uses various terms for describing brand usage in … are used in the program content: contracted and correctly indicated brand usage; contracted but not indicated; and not …-contracted brand usage. Only the first situation is considered to be a recommended marketing tool; therefore, it is necessary to …