2026-05-11T20:37:30.914Z http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai

ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai:2:4637 2016-12-08T19:42:23Z 2

Country Brand Equity Model: Sustainability Perspective 2016 003.65:338.1 http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/2/4637 http://sema.rs/repository/download/marketing-vol-47-no-2.pdf M. Teodorović J. Popesku This paper proposes a model of country brand equity that incorporates the issue of sustainability in determining destination brand equity. In particular, the model includes elements of sustainability as its core dimensions and promotes the concept of the country sustainability promise that transforms destination resources into the positive perception and experience. The theoretical model is empirically tested using global secondary data confirming that country image is the most important element followed by sustainability and loyalty. Also, the analysis suggests the existence of the higher order construct confirming the country brand equity concept. Based on the research findings, the article offers some implications to the destination managers by suggesting the direction for further development and strategy implementation. article 47 2 111 128 0354-3471 Marketing