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Toward more rigorous country brand assessments: the modified country brand strength index
International Marketing Review, 2020PurposeThis study focuses on country branding indices. The main purpose of this study is to build an objective country brand strength index using secondary data. The new index, the Modified Country Brand Strength Index (MCBSI), builds on Fetscherin's (2010) Country Brand Strength Index (CBSI) but uses more rigorous methods and design to create a ...
Abdelmounaim Lahrech +1 more
exaly +2 more sources
Consumer‐based brand equity and country‐of‐origin relationships
European Journal of Marketing, 2006 PurposeThe objective of the present research is to examine the impact of the country of origin of a brand on its consumer‐based equity.Design/methodology/approachBrand equity was conceptualized in this paper as a combination of brand awareness, brand ...
Ravi Pappu +2 more
exaly +2 more sources
Country branding: an imperative for developing countries
IFE PsychologIA, 2005In today's globalised marketplace the new marketing battle for tourism, exports, and inward investment is intensifying as brands have become more and more the vehicles for communication. Country branding which is about employing strategic marketing to promote a country's identity has become a strategic tool of a country's competitiveness. However, only
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CEPAL Review, 2012
Data on 14,284 bottles of wine from six regions or countries, namely Argentina, Australia, Chile, California (United States), Burgundy (France) and South Africa, and from five vintages (1997, 1999, 2001, 2004 and 2005), are used to estimate a hedonic price model that causally relates wine prices to individual quality and country brands.
Rodrigo Berríos, Rodrigo Saens
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Data on 14,284 bottles of wine from six regions or countries, namely Argentina, Australia, Chile, California (United States), Burgundy (France) and South Africa, and from five vintages (1997, 1999, 2001, 2004 and 2005), are used to estimate a hedonic price model that causally relates wine prices to individual quality and country brands.
Rodrigo Berríos, Rodrigo Saens
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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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The Country as a Brand (In Spanish)
SSRN Electronic Journal, 2008The construction of the Country Brand seeks to consolidate the imagery of align national and public communications, speeches, civic and social behavior, above enclosed in a culture appropriate brand for a whole society. Of agreement as described above, the country brand can achieve a place in markets and in the minds of people.
Martha L. Restrepo +2 more
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2016
In the recent years the country brand has become a strategic asset for the nations. Rather than showing the culture and traditions of a place, the name of a country acts as a differentiator from everything that comes with the territory, increasing the value perceived by the customer in any product or service by having a specific origin.
Neus Soler-Labajos +1 more
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In the recent years the country brand has become a strategic asset for the nations. Rather than showing the culture and traditions of a place, the name of a country acts as a differentiator from everything that comes with the territory, increasing the value perceived by the customer in any product or service by having a specific origin.
Neus Soler-Labajos +1 more
openaire +1 more source
Country Branding through Olympic Games
Journal of Brand Management, 2012Recent geopolitical and economic events make it very clear that the global market place is highly interconnected and very competitive (Lee and Cull, 2010; Levin, 2010; Yung, 2011). To gain competitive advantage, countries, in conjunction with their own multinational firms, strive to develop and implement creative nation branding strategies and to ...
Qin Sun, Audhesh Paswan
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A country as a brand: Israel's evolving branding strategy
Journal of Brand Strategy, 2013Countries often need to rebrand themselves every few years — even though the process requires a huge investment of money. Capricious external forces such as economics, politics and social issues influence the way potential visitors perceive a country, and a country's image can become irrelevant seemingly overnight.
Ram Herstein, Ron Berger
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Country image as a nation‐branding tool
Marketing Intelligence & Planning, 2013PurposeThe purpose of this paper is to examine the country image of Finland among potential travellers and potential consumers of Finnish products. Three research questions are addressed, each of which contributes to the overall aim: What is the level of awareness about Finland among the respondents?
Lemmetyinen Arja +2 more
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