Results 261 to 270 of about 47,148 (303)
Some of the next articles are maybe not open access.
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
openaire +2 more sources
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
openaire +1 more source
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
openaire +1 more source
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-
openaire +3 more sources
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-
openaire +3 more sources
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
openaire +1 more source
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
openaire +1 more source
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
openaire +1 more source
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
openaire +1 more source
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
openaire +2 more sources
Country equity and country branding: Problems and prospects
Journal of Brand Management, 2002This paper surveys and reviews the voluminous research on product-country images and their effects, with the objectives of discussing the multi-faceted nature of country equity and its importance, and identifying knowledge gaps and misconceptions that often impede the development of successful business or national strategies based on effective country ...
N Papadopoulos, L Heslop
openaire +1 more source
Journal of International Consumer Marketing, 2015
ABSTRACTThis article contributes to the literature by examining the differences in consumer response to high-tier luxury parent brands (e.g., Prada) versus their low-tier diffusion brands (e.g., Miu Miu). The study investigates the contrasting effects of congruence versus incongruence and utilizes two scenarios of incongruence: (1) When country of ...
Anshu Saxena Arora +3 more
openaire +1 more source
ABSTRACTThis article contributes to the literature by examining the differences in consumer response to high-tier luxury parent brands (e.g., Prada) versus their low-tier diffusion brands (e.g., Miu Miu). The study investigates the contrasting effects of congruence versus incongruence and utilizes two scenarios of incongruence: (1) When country of ...
Anshu Saxena Arora +3 more
openaire +1 more source