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University brand image as competitive advantage: a two-country study
International Journal of Educational Management, 2019Purpose Given the competitive landscape in the higher education setting, it is important that universities adopt strategies that create competitive advantage for them. Universities must leverage their resources efficiently to address this goal. Creating a positive brand image is one such strategy.
Swati Panda +3 more
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Branding a Modern City as a Tourist Center: Asia-Pacific Countries Comparative Analysis
Экономика и управление: научно-практический журнал, 2021Статья представляет собой анализ процессов брендирования современного города как туристического центра в странах Азиатско-Тихоокеанского региона (АТР). Выделяется общее и особенное в PR-стратегиях и PR-инструментах брендирования крупнейших городов Японии, Китая и Республики Кореи. Выявляются современные тенденции в области брендирования городов АТР, их
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The effect of Country of Brand image on symbolic value: Brand prestige as a mediator
2014 International Conference on Management Science & Engineering 21th Annual Conference Proceedings, 2014Seeking symbolic value has become one of the most significant motivations that drive the consumers make brand decisions. The study is intended to confirm the relationship between Country of Brand, brand prestige and symbolic value. Symbolic value includes three factors, such as prestige value, self-expressive value, and social expressive value.
Qi Qiu +4 more
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Country Branding as a Competitive Marketing Strategy
2004It has been accepted recently that consumers, making positive attitudes toward products from developed countries have at the same time positive image of the country of product origin. These images indicate set of beliefs about dimensions that represent important product features. On the other hand, country image have significant influence on consumers&#
Kesić, Tanja, Piri Rajh, Sunčana
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The country brand as a new challenge for Poland
Place Branding, 2005The main objective of this paper is to present in the case of Poland the complexity and multidimensionality of the branding process and how it differs from branding products and companies. This paper explains a number of reasons why Poland needs a strong country brand. The basis of a nation's strength in its brand is the creation of core brand identity,
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2007
Trade policy initiatives of developed country governments are in flux. Governments’ need for new trade policy measures has arisen partly because of constraints imposed on the use of export subsidies by the Agreement on Agriculture reached as part of the Uruguay Round of General Agreement on Tariffs and Trade in 1994.
Innes, Brian G. +5 more
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Trade policy initiatives of developed country governments are in flux. Governments’ need for new trade policy measures has arisen partly because of constraints imposed on the use of export subsidies by the Agreement on Agriculture reached as part of the Uruguay Round of General Agreement on Tariffs and Trade in 1994.
Innes, Brian G. +5 more
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The Use of Football as a Country Branding Strategy. Case Study
Communication & Sport, 2013The main objective of this article is to analyse the sport place branding strategy of Qatar, a Persian Gulf country that is using the income from the commercialisation of its gas to create an economy, which can be successful in the future without depending on this natural source.
Ginesta Portet, Xavier +1 more
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COUNTRY OF ORIGIN AS A BRAND: THE CASE OF NEW ZEALAND LAMB
2004New Zealand has used country-of-origin labeling (COOL) as a "country brand" to differentiate New Zealand lamb in international markets and increase consumer awareness of this lamb as a high-quality imported product. The case of New Zealand lamb is especially interesting as an unsubsidized commodity product competing against subsidized lamb in some of
Clemens, Roxanne +3 more
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2020
The increasing role of B2B exports in national economies gives rise to the question of how “country of origin” acts as a factor in purchasing decisions made by international marketers. Based on the moderating effect of uncertainty avoidance as a dimension of cultural socialization of the customer on purchase decision in a B2C environment, and the brand-
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The increasing role of B2B exports in national economies gives rise to the question of how “country of origin” acts as a factor in purchasing decisions made by international marketers. Based on the moderating effect of uncertainty avoidance as a dimension of cultural socialization of the customer on purchase decision in a B2C environment, and the brand-
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Journal of International Marketing, 2008
This article focuses on belief in brands as a passport to global citizenship, defined as a person's perception that global brands create an imagined global identity. The authors assess the effects of this belief on the importance consumers assign to branded products and also examine the antecedent effects of cultural openness and consumer ...
Yuliya Strizhakova +2 more
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This article focuses on belief in brands as a passport to global citizenship, defined as a person's perception that global brands create an imagined global identity. The authors assess the effects of this belief on the importance consumers assign to branded products and also examine the antecedent effects of cultural openness and consumer ...
Yuliya Strizhakova +2 more
openaire +1 more source