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Economic research - Ekonomska istraživanja, Vol.25 No.2 June 2012. -

The paper analyses the concept of

country branding. The focus is

placed on influential stakeholders

who should participate in country

brand development and implementation.

Specifically, the important role of local

inhabitants is stressed. The paper focuses

on the country branding in Slovenia and

investigates the residents’ first response

to the new brand I feel Slovenia. The

research was conducted half a year after

the new brand was born. The results

imply that the brand has great potential

to become successful, since it is generally

well recognised and perceived by its

largest internal stakeholder group – local

inhabitants.

brand; country; locals; Slovenia; I feel Slovenia



Autor: MAJA KONECNIK RUZZIER - NUSA PETEK -

Fuente: http://hrcak.srce.hr/



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