Constructing a Nation Branding Model – the Case of Serbia

Novčić Korać, Branka and Bradić-Martinović, Aleksandra and Miletić, Branislav (2020) Constructing a Nation Branding Model – the Case of Serbia. Geographica Pannonica: international scientific journal, 24 (4). pp. 311-324. ISSN 0354-8724

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Abstract

This paper aims to understand the concept and fundamental terms related to nation branding as a strategic tool for improving Serbia’s international market position, a post-communist and former Yugoslav country. The author intends to gain insight into Serbia’s current brand perception as a developing country that can find an opportunity for rebirth and parting with the legacy implementation of the nation branding concept. The quantitative research methods were applied in this paper, and the questionnaire developed for the research investigated the perception of brand Serbia by leaning on Risitano’s framework. Our analysis finds that national treasury, people, tourism and business destination were recognized as the most important points for country and nation positioning

Item Type: Article
Additional Information: COBISS.ID=29888777
Uncontrolled Keywords: nation brand, Serbia, nation branding model, tourism
Research Department: Business Economics
Depositing User: Jelena Banovic
Date Deposited: 15 Jan 2021 13:55
Last Modified: 15 Jan 2021 13:55
URI: http://ebooks.ien.bg.ac.rs/id/eprint/1532

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