1. Perceptions of employer attractiveness across employee cohorts in SlovakiaLukáš Smerek, Cecília Olexová, Lívia Knechtová, 2025, original scientific article Abstract: Background/Purpose: This paper investigates employer attractiveness from the perspective of different employee cohorts in Slovakia. The study aims to identify which employer attributes are perceived as most important and to investigate how these perceptions vary across different generational and educational segments. The research addresses current labour market challenges, including shortages of both highly and moderately skilled labour, further exacerbated by demographic ageing. Methods: A quantitative research design was applied, using a questionnaire survey with a final sample of 481 respondents. A two-step cluster analysis using SPSS software was employed to group respondents with similar preferences. Results: The results reveal that younger cohorts prioritise opportunities for development and reputation, while older generations emphasise salary and job security. Differences in perception were also observed across education levels. The findings highlight the need for a segmented approach in employer branding strategies, tailored to demographic and regional labour market specifics. Conclusions: The study contributes to the literature by contextualising employer branding within the Slovak labour market and providing practical insights for organisations seeking to attract and retain diverse talent. These findings are relevant for both academics and HR practitioners aiming to develop more effective employer value propositions.
Keywords: employer attractiveness, employer branding, attributes, clusters, intergeneration differences
Published in DKUM: 14.11.2025; Views: 0; Downloads: 7
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2. Employer branding as a catalyst for workforce diversity and excellence : an in-depth study from Costa RicaTom Okot, Monica Ramirez, Ronald Deckert, 2025, original scientific article Abstract: Background/Purpose: This study explores key factors Costa Rican workers consider when applying to or staying
with a company, aiming to inform effective employer branding strategies.
Method: Surveying 385 mid/senior-level professionals, the research focuses on five dimensions: interest value,
social value, economic value, development value, and application value.
Result: Findings reveal that Costa Rican professionals prioritize Interest Value, Application Value, and Development
Value, emphasizing growth opportunities, engaging roles, and alignment with company values. Competitive compensation is also crucial.
Conclusion: The study suggests that employer branding strategies should highlight development opportunities,
meaningful work, and value alignment to attract and retain diverse talent. Limitations include the survey’s design,
which may restrict response depth, and its exclusive focus on Costa Rica, potentially limiting generalizability. The
results offer valuable insights for organizations in Costa Rica to enhance recruitment and retention by aligning with job seeker preferences.
Keywords: employer branding, employer attractiveness, diversity, equity & inclusion, talent attraction, Costa Rica
Published in DKUM: 06.08.2025; Views: 0; Downloads: 3
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3. Strateška zavezništva na področju co-marketinga in co-brandinga na primeru podjetja XNarina Kosec, 2023, master's thesis Abstract: Podjetja razvijajo nove strategije in znova odkrivajo blagovno znamko, da bi sledili priložnostim na svetovnem trgu. V magistrskem delu smo pojasnili strategije co-brandinga in co-marketinga.
Dandanes so blagovne znamke zelo razširjene, zato lahko zasledimo veliko informacij v literaturi. Kreativna načina za nastanek blagovne znamke sta co-branding in co-marketing, kjer se dve podjetji odločita za strateško zavezništvo.
Izbira partnerja je izredno velikega pomena in tukaj mora biti podjetje zelo previdno, saj z nepravilno izbiro partnerja lahko pride do neuspeha. Za uspešna co-branding in co-marketing morata imeti podjetji nekaj skupnih točk.
Keywords: co-branding, co-marketing, zavezništvo, strateško zavezništvo, sodelovanje, dejavniki uspeha.
Published in DKUM: 09.04.2024; Views: 230; Downloads: 32
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4. Striving to be different but becoming the same : creativity and destination brands promotional videosTjaša Alegro, Maja Turnšek, 2020, original scientific article Abstract: Social networks have become an important supplement to traditional forms of marketing channels for destination branding. YouTube is believed to be one of the most influential social media and video sharing platforms. Its visual character, informal setting and address of the youth segment would expectedly mean a high level of creativity in the process of destination branding. By means of qualitative analysis of what are considered to be the best videos as self-selected by the European destination management organizations (DMOs), we wished to ascertain how creative these best case examples really were. The results show that the videos are extremely similar, with the most common type a "collage" of only loosely connected visuals with rare elements of storytelling or humor as the most typical creative approaches. While following the desire to show the diversity of a destination, the destination branding videos paradoxically become a collection of similar visual images and thus fail to contribute to the differentiation of the destination brand. The results show that future advice to practitioners of destination marketing for YouTube is to go beyond the typical "collage" genre of a destination marketing video and focus more on storytelling, humor and especially the most difficult step in the destination branding: strategically focusing on the smaller number of specifics that differentiate a destination rather than on the multitude of the highly diverse experiences.
Keywords: creativity, destination branding, YouTube, storytelling, humor
Published in DKUM: 29.01.2024; Views: 284; Downloads: 45
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5. The contribution of first teachers of French at Petrović’s court to the transformation of society and the affirmation of Montenegro in EuropeIvona Jovanović, Jasna Potočnik Topler, 2022, original scientific article Abstract: The paper explores the role and contribution of the first foreign teachers of French in Montenegro, to their students/rulers – last three sovereigns of the Petrović-Njegoš dynasty, to Montenegrin society as a whole and to the affirmation of Montenegro in Europe. The paper chronologically relates to the period of rule of Petar II Petrović- Njegoš, Danilo I and Nikola I, to whom the aforementioned Romance language instructors did not transfer merely a knowledge of language, but also much other substance formed from different views and perspectives on the world, thus contributing to the emancipation of Montenegrin society. Through their efforts to modernise Montenegro and strengthen its sovereignty, as well as their publications and political engagement during events critical to Montenegrin history, they contributed to its reputation and popularisation throughout Europe. The research is based on facts found by studying archive and library materials, and on analysis of periodical publications, travel writings, and documents of a memoir/autobiographical character, which significantly contributes to the originality of the article, where the conclusions of the new analysis are presented and represent a significant contribution to the findings published so far
Keywords: Montenegro, 19th century, Montenegrin rulers, teachers of French, travel writing, autoethnography, branding
Published in DKUM: 17.01.2024; Views: 287; Downloads: 10
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6. The role of humour in tourism discourse : the case of MontenegroJasna Potočnik Topler, 2022, original scientific article Abstract: This paper focuses on the role of humour as a persuasive tool of tourism destinations’ communication and as a means of creating the destination’s image and uniqueness in tourism discourse. According to Aristotle’s appeals, humour belongs to pathos, which is – besides ethos and logos – an essential means of persuasion in successful communication. In the introductory part, the paper offers a short theoretical insight into the functions of tourism discourse and the role of humour in it, further on examples of online promotional texts about Montenegro are analysed and discussed using discourse analysis. The findings confirm that successful promotion can only occur through the efficient use of tourism discourse which addresses the needs of potential tourists and that humorous texts about destinations are appealing to readers. Based on the analysis, it can be established that branding of tourism destinations, products and services with elements of humour may be outstanding in positive ways, and consequently employed in promotional texts as a successful means of communication.
Keywords: tourism, discourse, branding, humour, Montenegro
Published in DKUM: 15.01.2024; Views: 305; Downloads: 23
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7. Hotel branding exposed : a content analysis of related organisational valuesKristijan Breznik, Kris Law, Mitja Gorenak, 2021, original scientific article Abstract: Background/Purpose: This paper explores how organisational values can help to understand the interlinks of hotel brands and their hotel rating. The study assumes that the importance of organisational values in the service sector represents one of the key components of both growth and development of an organisation.
Methods: Conceptual content analysis was used on the dataset of organisational values found on websites of the top 100 European hotel brands. Advanced network analytic procedures were applied to identify clustered dimensions of organisational values among various hotel brands.
Results: Results identified shared organisational values among hotel brands clustered into four predominant dimensions: entrepreneurial, stakeholders, moral, and tradition. The study confirmed wide content variability of organisational values within the hotel brand industry.
Conclusion: The cluster analysis identified clusters of the most important words from values statements, concluding that hotel brands highly value “entrepreneurial” and “ethical” clusters. The island analysis approach on hotel brands’ level also reveals that organisational values in this sector are determined by many factors, including the scale and market positioning. Our study provides theoretical and practical implications to hotel brand strategists in order to better understand their current and desired sector position.
Keywords: organisational values, hotel industry, branding, content analysis, network analysis
Published in DKUM: 15.09.2022; Views: 445; Downloads: 39
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8. Building a Brand: A Multimodal Analysis of the Brand I Feel SloveniaEma Ivanuša, 2021, master's thesis Abstract: This master’s thesis aims to analyse how the brand I Feel Slovenia uses verbal and visual texts to present its brand identity to the audience on its official website. Specifically, it aims to investigate how this brand uses multimodal texts to convey its core values (“Slovenian green”, “pleasant excitement” and “the elemental”); how it builds a relationship with its audience; and how verbal and visual texts contribute to the overall meaning-making in the presentation of the brand. The study uses multimodal discourse analysis to analyse five multimodal texts, which consist of verbal texts and visual texts, taken from the official website of the brand I Feel Slovenia. Both verbal and visual texts were analysed in terms of register variables (field, tenor and mode) and their intermodal connections. The analysis has shown that both verbal and visual texts convey the core values of the brand differently but are equally important in their presentation. Both types of texts build a positive relationship with the audience through the use friendly-neutral language, positive aesthetic appreciation of nature and bright, saturated colours. Both verbal and visual texts are important in the meaning-making in the presentation of the brand, although the latter draw more attention to themselves due to their size and are thus the dominant components.
Keywords: branding, brand I Feel Slovenia, multimodal discourse analysis, register variables
Published in DKUM: 27.07.2021; Views: 1511; Downloads: 133
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9. Exercises in Travel Writing and Literary Tourism : A Teaching and Learning ExperimentLaura Lupše, Maja Možic, Nuša Cesar, Žiga Zdovc, Marina Majerič, Martina Senekovič, Boštjan Koželj, Jasna Potočnik Topler, 2020 Abstract: The book entitled »Exercises in Travel Writing and Literary Tourism – A Teaching and Learning Experiment« emerged as a result of experimental project work in teaching English during the subject English in Tourism – Higher Level 1 at the Faculty of Tourism in Brežice, University of Maribor. This approach included teaching in the classroom, research in libraries and at home, and field work. The collection brings eight very different texts on Travel Writing and Literary Tourism by Master's students of Tourism, who were free in choosing the topic of the texts, their styles and the titles . The field of Travel Writing is significant, not only as its own discourse, a tourism trend and a tool of branding and embedding attractions and/or destinations, but also as a tool of teaching and learning a foreign language, which, along with upgrading specific language knowledge, encourages curiosity, research, creativity, reflection and self-development.
Keywords: travel writing, literary tourism, branding, teaching, learning, English language
Published in DKUM: 29.10.2020; Views: 2002; Downloads: 41
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10. So-Znamčenje (co - branding)Aljaž Benko, 2018, undergraduate thesis Abstract: V hitro spreminjajočem in negotovem globalnem okolju podjetja iščejo različne možnosti za ustvarjanje konkurenčne prednosti in da bi postala uspešna. Zaradi visokih medijskih stroškov in podobnosti izdelkov na trgu je manj znanim in manj priljubljenim podjetjem težko zgraditi močno blagovno znamko. Zato je lahko so-znamčenje privlačna možnost za mnoga podjetja. So-znamčenje predstavlja različne oblike povezav z blagovnimi znamkami, lahko preoblikuje pozitivna združenja partnerske blagovne znamke v smeri šibkejše žariščne blagovne znamke in povečuje njegovo zaznavo. Torej, izbira partnerja v so-znamčenju je pomembna. S povezovanjem blagovnih znamk in ustvarjanjem zavezništva lahko podjetja na ta način svojo blagovno znamko naredijo bolj privlačno za potrošnike.
Tako bomo v tem diplomskem delu raziskali, kaj pomeni so-znamčenje, katere vrste in strategije so-znamčenja poznamo in na kaj morajo biti podjetja pozorna pri izbiri partnerja za so-znamčenje.
Na koncu diplomskega dela bomo preučili uspešen primer so-znamečnja med podjetjema MasterCard in Apple Pay, pri čemer bomo lahko videli, koliko lahko podjetje pridobi iz so-znamčenja, če izbere pravilnega partnerja za to.
Strategija so-znamčenja je definirana kot pojav, ko se dve tržni znamki istočasno pojavita bodisi v imenu, znaku, simbolu ali embalaži novega izdelka (Grossman & Till, 1998).
So-znamčenje je oblika sodelovanja med dvema ali več znamkami z močnim zaznavanjem s strani potrošnika (Blackett & Boad, 1999). Vse vpletene partnerske znamke so na so-znamčeni blagovni znamki vidne tudi potrošniku. Osredotočamo se na strateško zavezništvo, kjer imata storitvena in izdelčna blagovna znamka skupaj več prednosti kot v primeru pojavljanju vsake posamezne na trgu. Govorimo o skupnem nastopu na trgu, kjer ena blagovna znamka podpira drugo in obratno.
Raziskave kažejo, da prinaša strategija so-znamčenja izjemno povečanje prepoznavnosti izdelčnih blagovnih znamk, in izluščijo dejavnike, kateri vplivajo na zavedanje (Besharat, 2010). Ta strategija omogoča, da partnerji povežejo kakovost posamezne izdelčne znamke v skupen paket za potrošnika, kateri podjetju zmanjša stroške ter prinaša vrsto različnih vplivov. Ob tem se poraja vprašanje, ali taka vrsta strategije dejansko vpliva na prepoznavnost in spreminja ugled »glavne« blagovne znamke in s tem niža oziroma viša zaznano kakovost partnerskih znamk (Besharat, 2010; Levin, Charlene Davis, & Levin, 1996).
Keywords: so-znamčenje, co-branding, partnersko povezovanje blagovnih znamk, blagovna znamka, partner, povezovanje, strategije, vrste
Published in DKUM: 27.06.2019; Views: 1264; Downloads: 146
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