Marka narodowa i jej implikacje dla studiów nad ukraińską przedsiębiorczością pokolenia Z w świetle badań ankietowych studentów
National Brand and its Implications for the Study of Ukrainian Entrepreneurship of Generation Z in Light of Students Survey Research

Summary/Abstract: The national brand evokes associations and feelings that affect public opinion, social behaviour, including intentions and entrepreneurial behaviour, both at home and abroad. Thus, the formed brand image can stimulate, slow down, and sometimes even block the undertaking of economic initiatives, especially at the “starting point” in a new environment. The aim of the study was to identify and compare the internal and external image of the Ukraine brand, and identify proposals to improve this image, which became the basis for reflection on the place of the national brand in the environment and its potential impact on entrepreneurial intentions and behaviour. The survey method was used in the study, thanks to which it was possible to compare the opinions expressed by the student community of the University of Chernivtsi in Ukraine and the University of Szczecin in Poland. The research shows that the functioning image of Ukraine brand is not consistent and partly based on stereotypes, and Ukrainian students consider the advantages of brand components that are absent or appear sporadically in the assessment of an external (Polish) recipient. The obtained results also lead to a more general conclusion that the level of knowledge about the brand (national brand), formed in national and international spatial systems can strengthen or weaken entrepreneurial intentions and behaviours.

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