„WELCOME TO THE EUROPEAN UNION” – CROATIAN COUNTRY IMAGE IN HUNGARY*

Gerdesics Viktória ()
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Gerdesics Viktória: PhD student University of Pécs Faculty of Business and Economics, Hungary

Interdisciplinary Management Research, 2013, vol. 9, 357-367

Abstract: In our globalized world more and more experts are dealing with investigation of country image, and number of countries, trying to shape consciously their country brand, is increasing. Present study is dealing with a reasonably actual field of marketing through an example of a special country image. Croatia proclaimed its sovereignty in 1991, which also meant the beginning of the Yugoslavian war causing enormous human, cultural and economic devastation. At that time Croatia, coming out from Yugoslavia put itself on the map independently, and its success is not only proven by its being one of the most famous destinations of the Mediterranean but as well by its new chapter heading the EU, leaving its history’s storms behind. Now the new challenge for Croatian country image is to find its place in the European Union. Th e paper aims to demonstrate the present Croatian image in Hungary based on primary research.

Keywords: Croatia; Hungary; country image; country brand (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:osi:journl:v:9:y:2013:p:357-367

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