Naslov
National Brand Identity: Pilot Study on Perception of Croatian Student Population

Autori
Seljan, Sanja ; Horvat, Sara ; Starešinić, Berislava

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of ENTRENOVA - ENTerprise REsearch InNOVAtion, 7(1), 221–236. / Pejić Bach, M. - Zagreb : Irenet, 2021, 221-236

Skup
7th ENTerprise REsearch InNOVAtion Conference (ENTRENOVA 2021)

Mjesto i datum
Zagreb, Hrvatska; online, 09.09.2021. - 10.09.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
branding ; nation ; brand identity ; Croatia ; reputation ; structural equation modelling ; visual brand identity ; information

Sažetak
A message sent to a specific market or an audience contains certain types of information that affect the audience. For this reason, brand identity, nowadays increasingly in a digital form, plays an important role. Each state wants to create a robust, attractive and different brand identity that will set it apart from other states and thus augment its reputation. This research aimed to determine the elements of brand identity that respondents mostly associate with Croatia and to examine their attitudes towards the belief that the brand identity that influences emotions is essential in the creation of national visual identity, as well as their attitudes towards the assumption that the brand identity of Croatia should be liked first by the inhabitants of Croatia, and only then by foreign tourists. Two research propositions were tested, using the structural equation modelling, measuring the relationship between the emotional and formal elements of brand identity with the attitudes towards the emotions concerning the brand identity and the relevance of the brand identity to the country residents.

Izvorni jezik
Engleski

Znanstvena područja
Informacijske i komunikacijske znanosti

POVEZANOST RADA