Pregled bibliografske jedinice broj: 298606
Measuring the image of a transitional country - The development of a scale for the Republic of Croatia
Measuring the image of a transitional country - The development of a scale for the Republic of Croatia // Proceeding of the 36th EMAC Conference: Flexible Marketing in an Unpredictable World / Engilbertsson, Halldor Orn (ur.).
Reykjavík: Reykjavík University, European Marketing Academy, 2007. str. CD-ROM (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 298606 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Measuring the image of a transitional country - The development of a scale for the Republic of Croatia
Autori
Kesić, Tanja ; Piri Rajh, Sunčana ; Rajh, Edo
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Proceeding of the 36th EMAC Conference: Flexible Marketing in an Unpredictable World
/ Engilbertsson, Halldor Orn - Reykjavík : Reykjavík University, European Marketing Academy, 2007, CD-ROM
ISBN
997-99483-5-3
Skup
36th EMAC Conference: Flexible Marketing in an Unpredictable World
Mjesto i datum
Reykjavík, Island, 22.05.2007. - 25.05.2007
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
country image; scale development; dimensions of country image; Croatia
Sažetak
Country image plays an important role in consumer purchasing behavior. However, the measurement scales of country image so far have serious limitations. This study outlines these measurement weaknesses and develops a more reliable multidimensional scale. The results of an exploratory factor analysis conducted on a 69-item country image scale sized down to a 46-item scale suggest that the image of Croatia has seven dimensions. Internal consistency tests indicate that the applied scales have an acceptable level of reliability, and exploratory and confirmatory factor analysis points to an acceptable level of discriminant and convergent validity. The precisely defined dimensions of Croatian image measurement instruments have useful implications for the makers of a global marketing strategy, and especially for the tourism policy of Croatia.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Projekti:
002-0022469-2466 - Restrukturiranje i konkurentnost hrvatskih poduzeća u pridruživanju EU (Anić, Ivan-Damir, MZOS ) ( CroRIS)
002-0022469-2468 - Održivi razvoj, inovacije i regionalna politika Republike Hrvatske (Starc, Nenad, MZOS ) ( CroRIS)
Ustanove:
Ekonomski institut, Zagreb
