Please use this identifier to cite or link to this item: https://scidar.kg.ac.rs/handle/123456789/16405
Full metadata record
DC FieldValueLanguage
dc.contributor.authorMandaric, Marija-
dc.contributor.authorSekulic, Dejan-
dc.date.accessioned2023-02-10T15:08:02Z-
dc.date.available2023-02-10T15:08:02Z-
dc.date.issued2018-
dc.identifier.citationMandarić, M., & Sekulić, D. (2018). BRAND MANAGEMENT IN THE FUNCTION OF GLOBAL PROGRESS OF COMPANIES: INVESTIGATION OF THE INNOVATION AND INFORMATION TECHNOLOGY ROLE. Tourism International Scientific Conference Vrnjačka Banja - TISC, 3(1), 61-78. Retrieved from http://www.tisc.rs/proceedings/index.php/hitmc/article/view/3en_US
dc.identifier.isbn978-86-89949-30-8en_US
dc.identifier.urihttps://scidar.kg.ac.rs/handle/123456789/16405-
dc.description.abstractThis paper aims to undertake an empirical study to investigate the potential contribution of innovation and information technology in order to company achieve better brand performance in the efficient global market. The sample of firms surveyed included 63 Serbian companies from the population of TOP 300 Serbian companies. A research model linking innovation, IT and brand performance is developed and tested. Innovation and IT are considered effective tools for increasing the brand performance. The main result is a very strong positive relationship between innovation, IT and brand performance. It is also argued that brand management directly affects corporate profitability. It is important for a firm to understand relationships between innovation, information technology, brand performance and financial impact in business.en_US
dc.language.isoenen_US
dc.publisherFakultet za hotelijerstvo i turizam u Vrnjačkoj Banjien_US
dc.rightsinfo:eu-repo/semantics/openAccess-
dc.sourceТourism in the Era of Digital Transformation : thematic proceedings. 1-
dc.subjectBranden_US
dc.subjectBrand performanceen_US
dc.subjectGlobalisationen_US
dc.subjectInnovationen_US
dc.subjectInformation technologyen_US
dc.titleBRAND MANAGEMENT IN THE FUNCTION OF GLOBAL PROGRESS OF COMPANIES: INVESTIGATION OF THE INNOVATION AND INFORMATION TECHNOLOGY ROLEen_US
dc.typeconferenceObjecten_US
dc.description.versionPublisheden_US
dc.type.versionPublishedVersionen_US
Appears in Collections:Faculty of Hotel Management and Tourism, Vrnjačka Banja

Page views(s)

418

Downloads(s)

11

Files in This Item:
File Description SizeFormat 
Mandaric.pdf425.4 kBAdobe PDFThumbnail
View/Open


Items in SCIDAR are protected by copyright, with all rights reserved, unless otherwise indicated.