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2019, vol. 21, br. 2, str. 19-40
Razvoj nacionalnog brenda u funkciji unaprijeđenja konkurentskog identiteta Crne Gore
Ministarstvo ekonomije Crne Gore, Podgorica, Crna Gora

e-adresajovo.rabrenovic@mek.gov.me
Ključne reči: brend; nacionalni brend; brend države; konkurentski identitet; nacionalni brend imidž
Sažetak
Radom je obuhvaćen opšti presjek nacionalnog brendiranja, njegovog značaj i aktuelnosti zatim je prestavljen literalni begraund u dijelu već objavljenih radova iz oblasti brendiranja nacije. U drugom dijelu rada su predstavljeni rezultati istraživanja sprovedenog u svrhu provjere postavljenih hipoteza i to generalne hipoteze koja glasi: Razvoj nacionalnog brenda je u funkciji unaprijeđenja konkurentskog identiteta Crne Gore, čime se obezbjeđuje njeno efikasnije međunarodno poslovanje i korišćenje potencijala kojim raspolaže, a ujedno se postiže i visoka pozicija u relevantnim međunarodnim izvještajima koji rangiraju nacionalne brendove. Osim generalne hipoteze provjeravane su i posebne hipoteze. Predmet ovog istraživanja predstavlja analiza stavova ispitanika odnosa i veza tj. funkcionalne i uzročne zavisnosti između nacionalnog brenda i konkurentskog identita. Cilj ovog istraživanja je da se utvrdi nivo imidža i percepcija inostrane i domaće javnosti kada je nacionalni brend Crne Gore u pitanju. Istraživanje je sprovedeno na uzorku od 337 ispitanika. Korišćen je prost slučajan uzorak, uzorak bez ograničenja, s obzirom na to da TA vrsta uzorka odgovara predmetu istraživanja.
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O članku

jezik rada: srpski
vrsta rada: izvorni naučni članak
DOI: 10.5937/EkoPog1902019R
objavljen u SCIndeksu: 07.02.2020.