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Transfer imidža turistične tržne znamke države na ostale njene znamke
ID
Kline, Miro
(
Author
),
ID
Berginc, Dario
(
Author
)
URL - Presentation file, Visit
http://dk.fdv.uni-lj.si/db/pdfs/tip20045-6KlineBerginc.pdf
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Abstract
V prispevku je predstavljen pomen prenosov imidžev med tržnimi znamkami države, posebej pa je izpostavljen transfer imidža s strani turistične tržne znamke države na njene ostale tržne znamke, prav tako pa tudi na njeno korporativno tržno znamko. Najprej je prikazan koncept tržne znamke države in njenega imidža, vezanega tudi na državo kot turistično destinacijo. V nadaljevanju sta opisana koncepta specifičnega transferja turistične tržne znamke ter model mreže imidžev države. V empiričnem delu članka so predstavljene teoretične predpostavke obravnavane tudi v okviru treh študij primera. Te so prikazane s pomočjo relativno nove metodologije analiziranja študij primerov, ki ima svoje osnove v pravni znanosti.
Language:
Slovenian
Work type:
Not categorized
Typology:
1.01 - Original Scientific Article
Organization:
FDV - Faculty of Social Sciences
Year:
2004
Number of pages:
Str. 962-978
Numbering:
Letn. 41, št. 5/6
PID:
20.500.12556/RUL-22404
UDC:
33
ISSN on article:
0040-3598
COBISS.SI-ID:
23389533
Publication date in RUL:
11.07.2014
Views:
1241
Downloads:
254
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Record is a part of a journal
Title:
Teorija in praksa : revija za družbena vprašanja
Shortened title:
Teor. praksa
Publisher:
Visoka šola za politične vede, Visoka šola za politične vede, Visoka šola za sociologijo, politične vede in novinarstvo, Fakulteta za sociologijo, politične vede in novinarstvo, Fakulteta za družbene vede
ISSN:
0040-3598
COBISS.SI-ID:
763652
Secondary language
Language:
Unknown
Abstract:
The article presents the meaning of image transfer between country brands. Image transfer from tourism country brand to other country banner brands and its corporate brand is particularly exposed. The first part deals with the concept of country brand and its image, which is connected also with the country as a tourist destination. The following part describes two concepts: specific transfer from tourism brand and the model of brand image network. Empirical part of the article discusses theoretical assumptions in the frame of three case studies. These are presented in the sense of relatively new casestudy methodology based on judicial science.
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