Role of Brand Personality Traits in Creating an Umbrella Brand for Small-Scale Sports Events: The Case of Gorski Kotar, Croatia

Drustvena Istrazivanja

Jelena Đurkin¹  Marko Perić¹  Ana Čuić Tanković¹ 

[1] Faculty of Tourism and Hospitality Management, University of Rijeka

关键词: brand personality;    umbrella brand;    small-scale sports events;    tourism;   

DOI  :  

学科分类：工程和技术（综合）

来源: Institut Drustvenih Znanosti Ivo Pilar

【 摘 要 】

While the importance and positive impact of small-scale sports events for the tourism of host regions has been well researched, the possibilities of branding such events under a common denominator have not been fully explored. This paper attempts to provi

【 授权许可】

CC BY