Naslov
Croatia as a sports brand – recognition of Croatian sport and athletes among European students

Autori
Skoko, Božo ; Gluvačević, Dejan ; Bogdanić, Ante

Izvornik
Communication Management Review (2459-6086) 5 (2020), 1; 6-25

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Croatia, brand, sport, croatian athletes, sports promotion

Sažetak
Sport is one of the most effective promotional channels of a country that helps the country to become well-known. However, to achieve this, except the successes of athletes of one country it requires other conditions because not all sports are equally popular all over the world. Because of this, the great (global) success of an athlete is not necessarily a precondition that the athlete and country from where he or she comes is well-known because of him or her. According to the aforementioned, this paper deals with the recognition of Croatian sports and Croatian athletes at the European level. Since Croatian independence, Croatian athletes have achieved remarkable sports results and they are one of the strongest promotional channels of this small country. The purpose of this paper is to determine how strong Croatia is as a sport brand among young European students and whether Croatia is recognized at all through sport. To determine this, the authors undertook two researches during the European University Games (Zagreb & Rijeka, 2016 - 1762 respondents and Coimbra, 2018 - 1188 respondents) using the questionnaire as a research method. The outline of the paper shows that respondents in the researches recognize Croatia as a s sports country, highly evaluated the sport element related to Croatia, and considered the Croatian football kit as being highly recognizable. The paper presents the key results.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti, Kineziologija

POVEZANOST RADA