engleski

Identity and Branding of Cities in Asia – Investigating Attitudes of Croatian Students

In the process of branding, cities promote themselves as places good for living and as desirable tourist destinations, attracting investments at the same time. While some cities already acquired positive brand image, others are not recognizable. The main goal of this Paper is to investigate the image of city brands in Asia and their mental association impact on Croatian students from all Croatian university regions as a targeted group. In order to find out their preferences, quantitative research has been conducted. Authors also compared research results with the research on the similar topic, concerning European city brands targeted on the same group.

city brands; Croatian students; research; image; Asia

A CIP catalogue record for this book is available in the Online Catalogue of the National and University Library in Zagreb as 000945366.