Miro Kline (Author), Dario Berginc (Author)

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.

Keywords

Tržno komuniciranje;Blagovne znamke;Celostna podoba;Turizem;Država;

Data

Language: Slovenian
Year of publishing:
Typology: 1.01 - Original Scientific Article
Organization: UL FDV - Faculty of Social Sciences
UDC: 33
COBISS: 23389533 Link will open in a new window
ISSN: 0040-3598
Parent publication: Teorija in praksa
Views: 967
Downloads: 241
Average score: 0 (0 votes)
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Other data

Secondary language: Unknown
Secondary title: Image transfer from tourism country brand to other country banner brands
Secondary 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.
Secondary keywords: Marketing communication;Trademarks;Image;Tourism;State;
Type (COBISS): Not categorized
Pages: str. 962-978
Volume: ǂLetn. ǂ41
Issue: ǂšt. ǂ5/6
Chronology: sept./dec. 2004
Keywords (UDC): social sciences;družbene vede;economics;economic science;ekonomija;ekonomske vede;
ID: 1467790