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Nation Branding of Developing Countries
2013This Master's thesis focuses on nation branding in developing countries. Nation branding is an emerging discipline that aims to build and improve a nation's image through the application of marketing techniques. The aim of the thesis is to contextualize the nation branding of developing countries within the broader framework of the theory and practice ...
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Country and Brand Stereotypes as Drivers of Brand Evaluations
2019This study investigates how country and brand stereotypes drive purchase intention by generating more positive cognitive and affective responses toward the brand. Drawing on the stereotype content model (SCM), we show that the two stereotypes are interlinked in a chain fashion, whereby country stereotypes drive brand stereotypes which, in turn ...
Szöcs, Ilona +4 more
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Creating country image and brand through country placement
2016This presentation addresses country placement as a specific marketing challenge in a country image and a country brand management. Since people rely more and more on the visual form of information to gain knowledge, movies, videos and television are gaining in importance as far as promotion and acquaintance with a country are concerned.
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Consumer‐based brand equity and country‐of‐origin relationships
European Journal of Marketing, 2006Ravi Pappu
exaly
POSITIONING EMERGING COUNTRIES’ BRANDS
Global marketing conference proceeding, 2016openaire +1 more source