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Štavljanin, Velimir Filipović, Vinka Milićević, Vesna Damnjanović, Vesna Veljković, Saša Novčić, Branka 2023-05-12T09:45:28Z 2023-05-12T09:45:28Z 2015 http://eteze.bg.ac.rs/application/showtheses?thesesId=3113 https://nardus.mpn.gov.rs/handle/123456789/5749 https://fedorabg.bg.ac.rs/fedora/get/o:11402/bdef:Content/download http://vbs.rs/scripts/cobiss?command=DISPLAY&base=70036&RID=515520410 https://rfos.fon.bg.ac.rs/handle/123456789/81 http://prototype2.rcub.bg.ac.rs/bitstream/id/1168/77.pdf https://hdl.handle.net/21.15107/rcub_nardus_5749 t-3676 Predmet doktorske disertacije je razumevanje koncepta i osnovnih pojmova brendiranja nacije, kao strateškog alata za unapređenje međunarodne pozicije Srbije, kao post-komunističke države i države bivše Jugoslavije. Cilj rada je sticanje uvida u trenutnu poziciju Srbije, zemlje u razvoju, koja svoju šansu za preporod kao i odvajanje od nasleđa prošlog vremena može da pronađe upravo u primeni koncepta brendiranja nacije. Doktorska teza koncipirana je tako da pruži sistematičan pregled literature, kroz definisanje osnovnih pojmova i relacija u oblasti brendiranja nacije, istraži modele razvoja brenda koje je mogude primeniti na nacije i države i predloži model brend identiteta Srbije i model brendiranja nacije Srbije. U radu se na osnovu rezultata istraživanja identifikuju sličnosti i razlike u percepciji identiteta i imidža Srbije, kao i ključne, diferencirajude karakteristike koje de predstavljati suštinu brenda i osnovu bududeg modela brend identiteta nacije. Teorijski okvir za istraživanje sprovedeno u doktoratu oslanja se na rad Risitana, koji je ponudio sveobuhvatni model brendiranja destinacija, sagledavajudi brend područja iz perspektive kreatora brenda (elementi brend identiteta) i „konzumenata“ brenda (imidž brenda). U svrhu utvrđivanja trenutnog stanja imidža i percepcije brend identiteta Srbije, sprovedeno je interno i eksterno onlajn istraživanje. Eksterno istraživanje odnosi se na ispitivanje stavova i mišljenja najznačajnijih eksternih zainteresovanih strana (stejkholdera) Srbije, pripadnika poslovne klase u Italiji, Austriji i Sloveniji. U istraživanju interne percepcije Srbije kao brenda fokus je na odgovorima pripadnika nacije. Istraživanje je sprovedeno u periodu od tri i po godine, u četiri države i ukupno je prikupljeno 4.656 odgovora. Ispitivanje kombinuje kvalitativne i kvantitativne istraživačke metode. Kvalitativnim delom istraživanja ispitano je stanje imidža Srbije preko primarnih i sekundarnih asocijacija na brend (iskazanih kroz ponos i slike Srbije). The subject of this doctorial dissertation is understanding the concept and fundamental terms related to nation branding as a strategic tool for improving the international position of Serbia, a post-communist and former Yugoslav country. The thesis aims to gain insight into the current position of Serbia, a developing country, which can find an opportunity for rebirth and parting with previous legacy in the implementation of the nation branding concept. The main idea of the dissertation is to provide a systematic literature overview, through the definition of terms and relations in the field of nation branding, to explore brand development models that can be applied to nations and countries, and to propose a Serbia brand identity model and Serbia nation branding model. Research results helped identify similarities and differences in the image and brand identity perception of Serbia, as well as key, differentiating features that constitute brand essence and represent fundamentals of the future nation brand identity model. The theoretical framework for the research conducted in the dissertation stems from the work of Risitano, who offered a comprehensive destination branding model, analyzing place brands from the perspective of both brand creators (brand identity elements) and brand „consumers“ (brand image). Internal and external online research was conducted in order to determine the current image of Serbia and the perception of its brand identity. External research examined attitudes and opinions of the most important stakeholders of Serbia, the business class in Italy, Austria and Slovenia. The internal research of Serbia as brand focused on the responses from the members of Serbian nation. The research was carried out in four countries over the course of three and a half years, with a total of 4,656 respondents. This research employed a combination of qualitative and quantitative research methods. The qualitative part of the research investigated Serbia's brand image through primary and secondary brand associations (expressed through the greatest pride and picture of Serbia). sr Univerzitet u Beogradu, Fakultet organizacionih nauka openAccess https://creativecommons.org/licenses/by-nc-nd/4.0/ BY-NC-ND pozicioniranje države. model brendiranja Srbije interni i eksterni stejkholderi imidž brendiranje nacije brend identitet Serbia branding model Nation branding internal and external stakeholders image country positioning. brand identity Razvoj modela brendiranja nacije doctoralThesis publishedVersionŠtavljanin, VelimirFilipović, VinkaMilićević, VesnaDamnjanović, VesnaVeljković, SašaNovčić, Branka2023-05-12T09:45:28Z2023-05-12T09:45:28Z2015http://eteze.bg.ac.rs/application/showtheses?thesesId=3113https://nardus.mpn.gov.rs/handle/123456789/5749https://fedorabg.bg.ac.rs/fedora/get/o:11402/bdef:Content/downloadhttp://vbs.rs/scripts/cobiss?command=DISPLAY&base=70036&RID=515520410https://rfos.fon.bg.ac.rs/handle/123456789/81Predmet doktorske disertacije je razumevanje koncepta i osnovnih pojmova brendiranja nacije, kao strateškog alata za unapređenje međunarodne pozicije Srbije, kao post-komunističke države i države bivše Jugoslavije. Cilj rada je sticanje uvida u trenutnu poziciju Srbije, zemlje u razvoju, koja svoju šansu za preporod kao i odvajanje od nasleđa prošlog vremena može da pronađe upravo u primeni koncepta brendiranja nacije. Doktorska teza koncipirana je tako da pruži sistematičan pregled literature, kroz definisanje osnovnih pojmova i relacija u oblasti brendiranja nacije, istraži modele razvoja brenda koje je mogude primeniti na nacije i države i predloži model brend identiteta Srbije i model brendiranja nacije Srbije. U radu se na osnovu rezultata istraživanja identifikuju sličnosti i razlike u percepciji identiteta i imidža Srbije, kao i ključne, diferencirajude karakteristike koje de predstavljati suštinu brenda i osnovu bududeg modela brend identiteta nacije. Teorijski okvir za istraživanje sprovedeno u doktoratu oslanja se na rad Risitana, koji je ponudio sveobuhvatni model brendiranja destinacija, sagledavajudi brend područja iz perspektive kreatora brenda (elementi brend identiteta) i „konzumenata“ brenda (imidž brenda). U svrhu utvrđivanja trenutnog stanja imidža i percepcije brend identiteta Srbije, sprovedeno je interno i eksterno onlajn istraživanje. Eksterno istraživanje odnosi se na ispitivanje stavova i mišljenja najznačajnijih eksternih zainteresovanih strana (stejkholdera) Srbije, pripadnika poslovne klase u Italiji, Austriji i Sloveniji. U istraživanju interne percepcije Srbije kao brenda fokus je na odgovorima pripadnika nacije. Istraživanje je sprovedeno u periodu od tri i po godine, u četiri države i ukupno je prikupljeno 4.656 odgovora. Ispitivanje kombinuje kvalitativne i kvantitativne istraživačke metode. Kvalitativnim delom istraživanja ispitano je stanje imidža Srbije preko primarnih i sekundarnih asocijacija na brend (iskazanih kroz ponos i slike Srbije).The subject of this doctorial dissertation is understanding the concept and fundamental terms related to nation branding as a strategic tool for improving the international position of Serbia, a post-communist and former Yugoslav country. The thesis aims to gain insight into the current position of Serbia, a developing country, which can find an opportunity for rebirth and parting with previous legacy in the implementation of the nation branding concept. The main idea of the dissertation is to provide a systematic literature overview, through the definition of terms and relations in the field of nation branding, to explore brand development models that can be applied to nations and countries, and to propose a Serbia brand identity model and Serbia nation branding model. Research results helped identify similarities and differences in the image and brand identity perception of Serbia, as well as key, differentiating features that constitute brand essence and represent fundamentals of the future nation brand identity model. The theoretical framework for the research conducted in the dissertation stems from the work of Risitano, who offered a comprehensive destination branding model, analyzing place brands from the perspective of both brand creators (brand identity elements) and brand „consumers“ (brand image). Internal and external online research was conducted in order to determine the current image of Serbia and the perception of its brand identity. External research examined attitudes and opinions of the most important stakeholders of Serbia, the business class in Italy, Austria and Slovenia. The internal research of Serbia as brand focused on the responses from the members of Serbian nation. The research was carried out in four countries over the course of three and a half years, with a total of 4,656 respondents. This research employed a combination of qualitative and quantitative research methods. The qualitative part of the research investigated Serbia's brand image through primary and secondary brand associations (expressed through the greatest pride and picture of Serbia).srUniverzitet u Beogradu, Fakultet organizacionih naukaopenAccesshttps://creativecommons.org/licenses/by-nc-nd/4.0/pozicioniranje države.model brendiranja Srbijeinterni i eksterni stejkholderiimidžbrendiranje nacijebrend identitetSerbia branding modelNation brandinginternal and external stakeholdersimagecountry positioning.brand identityRazvoj modela brendiranja nacijedoctoralThesisBY-NC-NDhttp://prototype2.rcub.bg.ac.rs/bitstream/id/1168/77.pdfhttps://hdl.handle.net/21.15107/rcub_nardus_5749t-3676publishedVersionopen With Fulltext http://purl.org/coar/resource_type/c_18cf doctoralThesis PublicationsopenWith Fulltexthttp://purl.org/coar/resource_type/c_18cfdoctoralThesisPublications#PLACEHOLDER_PARENT_METADATA_VALUE##PLACEHOLDER_PARENT_METADATA_VALUE#77.pdf77.pdfExtracted textWritten by FormatFilter org.dspace.app.mediafilter.PDFFilter on 2023-05-15T09:02:57Z (GMT).77.pdf.txtExtracted textWritten by FormatFilter org.dspace.app.mediafilter.PDFFilter on 2023-05-15T09:02:57Z (GMT).77.pdf.txtIM ThumbnailWritten by FormatFilter org.dspace.app.mediafilter.ImageMagickPdfThumbnailFilter on 2023-05-15T09:14:08Z (GMT).77.pdf.jpgIM ThumbnailWritten by FormatFilter org.dspace.app.mediafilter.ImageMagickPdfThumbnailFilter on 2023-05-15T09:14:08Z (GMT).77.pdf.jpg