National Brand Identity: Pilot Study on Perception of Croatian Student Population
DOI:
https://doi.org/10.54820/UTSQ4691Ključne riječi:
branding, nation, brand identity, Croatia, reputation, structural equation modeling, visual brand identity, informationSažetak
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 modeling, 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.
Reference
American Marketing Association (2021), "Branding", available at: https://www.ama.org/topics/branding/ (30 July 2021)
Aronczyk, M. (2008), "Living the Brand: Nationality, Globality, and the Identity Strategies of Nation Branding Consultants", International Journal of Communication 2, Vol. 2, pp. 41-65.
Barnett, M. L., Jermier, J. M., Lafferty, B. A. (2006), "Corporate reputation: The definitional landscape", Corporate reputation review, Vol. 9 No. 1, pp. 26-38.
Brand Finance, (2020), "Nation Brands 2020", available at: https://brandirectory.com/download-report/brand-finance-nation-brands-2020-preview.pdf (10 August 2021)
Dinnie, K. (2016), Nation branding: Concepts, issues, practice, Routledge, Burlington.
Fajardo, T. M., Zhang, J., Tsiros, M. (2016), "The contingent nature of the symbolic associations of visual design elements: The case of brand logo frames", Journal of consumer research, Vol. 43 No. 4, pp. 549-566.
Fan, Y. (2006), "Branding the nation: What is being branded?", Journal of vacation marketing, Vol. 12 No. 1, pp. 5-14.
Fombrun, C. J. (2001), Corporate reputation as economic assets, in Hitt, M. A., Freeman, R. E., Harrison, J. S. (Eds.), The Blackwell Handbook of Strategic Management, Blackwell Publishers, Malden.
Fombrun, C., Van Riel, C. (1997), "The reputational landscape", Corporate reputation review, Vol. 1, pp. 5-13.
Grgić, D. (2012), "Corporate reputation index: empirical research in banking sector", Market-Tržište, Vol. 24 No. 1, pp. 23-45.
Hair, J. F., Celsi, M., Ortinau, D. J., Bush, R. P. (2010), Essentials of marketing research, Vol. 2, McGraw-Hill/ Irwin, New York.
Handayani, B., Rashid, B. (2013), "Conceptualisation of Nation Brand Image", International Journal of Management Studies, Vol. 20 No. 1, pp. 165-183.
Ipsos (2020a), “Anholt Ipsos Nation Brands Index”, available at: https://www.ipsos.com/sites/default/files/20-03-60_anholt-ipsos_place-branding.pdf?utm_source=email&utm_campaign=1071746&utm_content=sidebarProductSheet (30 July 2021)
Ipsos (2020b), “Nation Brands Index 2020”, available at: https://www.ipsos.com/sv-se/nation-brand-index-2020 (10 August 2021)
Johnson, J. (2020), "Visual identity: everything you need to know about this essential aspect of branding ", available at: https://99designs.com/blog/logo-branding/visual-identity/ (25 April 2021)
Kang, M., Yang, S. U. (2010), "Comparing effects of country reputation and the overall corporate reputations of a country on international consumers’ product attitudes and purchase intentions", Corporate Reputation Review, Vol. 13 No. 1, pp. 52-62.
Kervyn, N., Fiske, S. T., Malone, C. (2012), "Brands as intentional agents framework: How perceived intentions and ability can map brand perception", Journal of Consumer Psychology, Vol. 22 No. 2, pp 166-176.
Kesić, T., Rajh, S. P., Vlašić, G. (2004), "Country Branding as a Global Competitive Marketing Strategy", An Enterprise Odyssey International Conference Proceedings, pp. 1740-1755.
Kesić, T., Vlašić, G., Jakeljić, M. (2010), "Destination image mechanisms in transitional economies", 39th European Marketing Academy (EMAC) Conference, Copenhagen, Denmark.
Lee, K., Carter, S. (2009), Global Marketing Management, Oxford University Press, Oxford.
Loo, T., Davies, G. (2006), "Branding China: The ultimate challenge in reputation management? ", Corp Reputation Review, Vol. 9, pp. 198-210.
Martín, H. S., Bosque, I. A. R. (2008), "Exploring the cognitive–affective nature of destination image and the role of psychological factors in its formation", Tourism Management, Vol. 29, pp. 263-277.
Papp-Váry, Á. (2018), “A Successful Example of Complex Country Branding: The ‘E-Estonia’Positioning Concept and Its Relation to the Presidency of the Council of the EU”, Acta Universitatis Sapientiae, European and Regional Studies, Vol. 14, pp. 87-115.
Passow, T., Fehlmann, R., Grahlow, H. (2005), "Country reputation - From measurement to management: The case of Liechtenstein", Corporate Reputation Review, Vol. 7 No. 4, pp. 309-326.
Roberts, P. W., Dowling, G. R. (2002), "Corporate reputation and sustained superior financial performance", Strategic Management Journal, Vol. 23 No. 12, pp. 1077-1093.
Roth, K. P. Z., Diamantopoulos, A., Montesinos, M. Á. (2008), "Home country image, country brand equity and consumers’ product preferences: an empirical study", Management International Review, Vol. 48 No. 5, pp. 577-602.
Stoimenova, B. (2017), "Visual Brand Identity Design", Conference: Marketing and Design.
Volos, V. (2019), "Germany Retains Top “Nation Brand” Ranking, France and Canada Emerge to Round Out the Top Three", available at: https://www.ipsos.com/en-us/news-polls/Germany-Retains-Top (10 August 2021)
Zhouxiang, L. (Ed.) (2020), Chinese National Identity in the Age of Globalisation, Palgrave Macmillan.
##submission.downloads##
Objavljeno
Kako citirati
Broj časopisa
Rubrika
Autorska prava
Copyright (c) 2021 ENTRENOVA - ENTerprise REsearch InNOVAtion
Ovaj rad licenciran je pod Creative Commons Attribution-NonCommercial 4.0 International License.
