20.500.12556/RUL-147164 Vloga arhitekture v preznamčenju postsocialističnih prestolnic in narodov doktorska disertacija The Role of Architecture in Rebranding Post-Socialist Capital Cities and Nations Ta doktrorska disertacija približuje arhitekturo z vidika tržnega komuniciranja. Ukvarja se z vlogo arhitekture pri preoblikovanju postsocialističnih prestolnic in narodov po letu 1991, s posebnim poudarkom na Ljubljani, Zagrebu in Skopju. Zaradi temeljnih vplivov globalizma in nacionalizma ta glavna mesta izkazujejo dvojno identiteto, na eni strani tradicionalno (nacionalno) in na drugi strani modernistično (globalistično). Ta doktorska dizertacija je prva, ki navaja, da je arhitekturni artefakt mogoče dojemati kot slavno osebo, saj ima nabor simbolnih lastnosti, ki se premikajo od slavne osebe do znamke mest in naroda. Atributne asociacije blagovne znamke glavnega mesta in blagovne znamke naroda izhajajo iz slavnih podpornikov, kot so spomeniki in javne zgradbe. Pomeni, ki so vgrajeni v arhitekturne artefakte, torej v njihove simbolne lastnosti kot slavnih podpornikov, se namreč s postavitvijo v javni prostor prenašajo s slavnih na znamko mesta in znamko naroda. Poleg tega, kot je predstavljeno na zemljevidu soglasja blagovne znamke, si blagovne znamke glavnega mesta in narodov delijo prekrivajoče se asociacije atributov in pomena blagovne znamke. Tako je to doktorsko delo prvo, ki ugotavlja, da te blagovne znamke mest in blagovne znamke narodov tvorijo t.im. so-znamčenje, angleško “co-branding”. Ta doktorska disertacija nadgrajuje delo Kellerja (1993, 2003, 2020) na so-znamčenju, saj trdi, da si avtor blagovne znamke izposoja “kapital” arhitekturnih artefaktov da bi tako ustvarjal in izboljševal asociacije blagovnih znamk in (z)gradil (nov) “kapital” blagovne znamke glavnog mesta in naroda. This Ph.D. thesis is approaching architecture from the marketing communications perspective. Namely, it deals with the role of architecture in rebranding post-socialist capital cities and nations after 1991, placing a particular emphasis on Ljubljana, Zagreb, and Skopje. As a consequence of the underlying influences of globalism and nationalism, these capital cities exhibit dual identities, the traditional (national) on one side and modernist (globalist) on the other. The thesis is first to suggest that an architectural artifact can be perceived as a celebrity endorser, having a set of symbolic properties that move from an endorser to a place and nation brand. Attribute associations of the capital city and nation brands come from the celebrity endorsers, namely monuments and public buildings. Namely, the meanings embedded in the architectural artifacts, i.e., their symbolic properties as the celebrity endorsers, are, through the erection in the public space, transferred from the celebrity to the city and the nation brand. Moreover, as presented in the consensus map, capital city and nation brands share overlapping attribute associations and brand meaning. As follows, this thesis is the first to find that these brands are forming co-branding. Building on the work of Keller (1993, 2003, 2020) on cobranding, this Ph.D. thesis argues that the brand author is borrowing equity from these architectural artifacts to create or enhance brand associations of both the capital city and the nation simultaneously. preznamčenje arhitektura znamčenje mest znamčenje narodov zaznamek slavnih rebranding architecture place branding nation branding celebrity endorsement true true false S. Cvitković Angleški jezik Slovenski jezik Doktorsko delo/naloga 2023-06-24 08:30:01 2023-06-24 08:30:08 2023-06-28 12:14:16 0000-00-00 00:00:00 2023 0 Ljubljana 0 Ljubljana 417 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138:72(043.2) 149144 157071619 10871.pdf 10871.pdf 1 9A4D24143218558332D873AD799BBE38 d78f0c6654b82349991c0e2e13cf84a56923e13da246d4ced41bbf0228b35621 3cf93bce-1258-11ee-a314-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=170622 Fakulteta za družbene vede 0 0 0