03233ntm a22005177i 4500 000123154 CZ-PrVSE 20220918113118.0 m d cr n|||||||||| 220918s2022 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Battaglia, Gian Mario ISIS:157644 dis Place Branding, an application to Sardinia. What is the perception of the brand and what is the difference between internal and external stakeholders? : eng Place Branding, an application to Sardinia. What is the perception of the brand and what is the difference between internal and external stakeholders? : / Gian Mario Battaglia 2022 ?? stran : digital, PDF soubor Vedoucí práce: Markéta Dianová Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2022 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2022 This research aims at drawing an extensive literature review of Place Branding, focusing on the relationship between Place Identity and Place Branding, which results in participatory place branding. Then, applying previous studies about Place Brand Personality this study measures the perception that internal and external stakeholders have of Sardinia. A scale developed by Kim et. Al (2013) has been used to measure it, based on five personality dimensions: Leadership, Excitement, Sophistication, Tradition, Peacefulness. A survey distributed to 200 Sardinians and 202 non-Sardinians. The results showed positive scores in Excitement, Peacefulness, and Tradition; tending to neutral as for Sophistication; negative in Leadership. There are statistical differences between the perception of the two groups, but they do not present contrasting views. Overall, the research presents the region as a place perceived mostly as touristic, as not attractive for investment, and somewhat attractive as a place of origin (export) and as a place to live Způsob přístupu: Internet management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Participatory Place Branding Place Identity Sardinia Place Brand Personality Place Branding Dianová, Markéta mzk2013764326 ths Hanzlík, Jan, 1979- mzk2013764329 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/80188/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/80188 Hlavní práce https://insis.vse.cz/zp/80188/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/80188/posudek/oponent/76438 Oponentura https://insis.vse.cz/zp/80188/podrobnosti dc:identifier NEPOSILAT VSKP vse80188 220916 80188