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Vloga arhitekture v preznamčenju postsocialističnih prestolnic in narodov = The role of architecture in rebranding post-socialist capital cities and nations : doktorska disertacijaCvitković, SabinaTa doktorska disertacija približuje arhitekturo z vidika tržnega komuniciranja. Ukvarja se z vlogo arhitekture pri preoblikovanju postsocialističnih prestolnic in narodov po letu 1991, s posebnim ... poudarkom na Ljubljani, Zagrebu in Skopju. Zaradi temeljnih vplivov globalizma in nacionalizma ta glavna mesta izkazujejo dvojno identiteto, na eni strani tradicionalno (nacionalno) in na drugi strani modernistično (globalistično). Ta doktorska dizertacija je prva, ki navaja, da je arhitekturni artefakt mogoče dojemati kot slavno osebo, saj ima nabor simbolnih lastnosti, ki se premikajo od slavne osebe do znamke mest in naroda. Atributne asociacije blagovne znamke glavnega mesta in blagovne znamke naroda izhajajo iz slavnih podpornikov, kot so spomeniki in javne zgradbe. Pomeni, ki so vgrajeni v arhitekturne artefakte, torej v njihove simbolne lastnosti kot slavnih podpornikov, se namreč s postavitvijo v javni prostor prenašajo s slavnih na znamko mesta in znamko naroda. Poleg tega, kot je predstavljeno na zemljevidu soglasja blagovne znamke, si blagovne znamke glavnega mesta in narodov delijo prekrivajoče se asociacije atributov in pomena blagovne znamke. Tako je to doktorsko delo prvo, ki ugotavlja, da te blagovne znamke mest in blagovne znamke narodov tvorijo t.im. so-znamčenje, angleško “co-branding”. Ta doktorska disertacija nadgrajuje delo Kellerja (1993, 2003, 2020) na so-znamčenju, saj trdi, da si avtor blagovne znamke izposoja “kapital” arhitekturnih artefaktov da bi tako ustvarjal in izboljševal asociacije blagovnih znamk in (z)gradil (nov) “kapital” blagovne znamke glavnog mesta in naroda.Type of material - dissertation ; adult, seriousPublication and manufacture - Ljubljana : [S. Cvitković], 2023Language - englishCOBISS.SI-ID - 157071619
Author
Cvitković, Sabina
Other authors
Udir Mišič, Katja
Topics
Arhitektura |
Tržno komuniciranje |
Disertacije |
preznamčenje |
blagovne znamke |
znamčenje mest |
znamčenje narodov |
glavna mesta |
Ljubljana |
Zagreb |
Skopje
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Cvitković, Sabina | ![]() |
Udir Mišič, Katja | 24677 |
Source: Personal bibliographies
and: SICRIS
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