Brendiranje Hrvatske kroz Svjetsko nogometno prvenstvo 2018. godine

master's thesis

• Title (english): Branding of Croatia through the 2018 World Cup
• Author: Lana Biljan
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Marin Galić (član povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2021-07-06, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Sport je oduvijek imao veliku važnost kao sredstvo koje je državama omogućavalo isticanje na međunarodnom tržištu, a to je posebno vidljivo kroz Svjetsko nogometno prvenstvo u Rusiji 2018. godine koje je Hrvatskoj donijelo nevjerojatnu popularnost diljem svijeta. O uspjehu hrvatske nogometne reprezentacije pisalo se u gotovo svim svjetskim medijima, a ustrajnost, hrabrost i sloga igrača osvojile su srca mnogih građana. Cilj ovog istraživanja bio je otkriti koliko je Svjetsko nogometno prvenstvo doprinijelo jačanju brenda Hrvatske kao države. Metodom ankete dobio se uvid u stavove ukupno 178 građana pet europskih zemalja koji su svojim odgovorima potvrdili da je kroz veću medijsku prisutnost Hrvatska osigurala bolju vidljivost među stranim građanima, a posebno su ju istaknula određena državna obilježja poput kockica na hrvatskom nacionalnom dresu i tadašnje predsjednice Kolinde Grabar Kitarović. Istraživanje je pokazalo da je Hrvatska percipirana kao sigurna zemlja i atraktivna turistička destinacija, što je većina ispitanika prepoznala kao njezinu glavnu kvalitetu.

Abstract (english)

Sport has always been one of the most important means of enabling countries to stand out on the international market, and this was especially evident through the World Cup 2018 in Russia, which brought Croatia incredible popularity around the world. The success of the Croatian national football team has been covered in almost all world media, and the perseverance, courage and harmony of the players have won the hearts of many citizens. The goal of this research was to find out how much the World Cup contributed to strengthening the brand of Croatia as a country. The survey method provided insight into the opinions of a total of 178 citizens of five European countries who confirmed that through a greater media presence Croatia has ensured better visibility among foreign citizens, and was especially highlighted by certain national features such as trademark red-and-white checkers on the Croatian national jersey and then President Kolinda Grabar Kitarović. The research showed that Croatia is perceived as a safe country and an attractive touristic destination, which most respondents recognized as its main quality.

• Keywords: brendiranje; promocija; imidž države; Svjetsko nogometno prvenstvo; sport
• Keywords (english): branding; promotion; state image; World Cup; sport
• Language: croatian
• URN:NBN: urn:nbn:hr:114:600460
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2022-01-17 14:40:12