Results 251 to 260 of about 8,389 (298)
Impact of food, beverage, and alcohol brand marketing on consumptive behaviors and health in children and adults: A systematic review and meta-analysis. [PDF]
Obes RevBoyland E +11 more
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Country branding: an imperative for developing countries
IFE PsychologIA, 2005 In 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
Akotia, Mathias, Mathias Akotia
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Country image as a nation‐branding tool
Marketing Intelligence and 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?
Ulla Hakala, Arja Lemmetyinen
exaly +3 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
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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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Country of origin, branding strategy and internationalisation: the case of Chinese piano companies
Journal of Chinese Economic and Business Studies, 2008 This paper studies the internationalisation of Chinese piano firms from a branding perspective. The purpose of the paper is two folds. Firstly it examines the interplay between the country of origin (COO) effect and international branding, and how COO ...
Ying Fan
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The determinants and measurement of a country brand: the country brand strength index
International Marketing Review, 2010Purpose – A strong country brand can stimulate exports, attract tourism, investments, and immigration. The purpose of this paper is to construct and present a country brand strength index (CBSI) which assesses the strength of a country brand based on objective secondary data.Design/methodology/approach – By applying a company‐based brand equity ...
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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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