Results 261 to 270 of about 8,389 (298)
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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
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 +2 more
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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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Brand Positioning Based on Brand Image–Country Image Fit
Marketing Science, 2019This paper introduces the concept of brand image–country image (BICI) fit and demonstrates that it is positively associated with consumers’ brand evaluations.
Kristina Klein +4 more
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The effects of the country of brand and the country of manufacturing of automobiles
International Marketing Review, 2010PurposeThe purpose of this paper is to offer a new perspective of country of origin effects on consumers' brand personality perceptions of domestic and imported automobiles. It aims to assess the perceived similarities and differences between automobiles from two countries with respect to the country of origin of the brand (COB) and the country of ...
Fetscherin, Marc, Toncar, Mark
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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
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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
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Conceptualizing the country of origin of brand
Journal of Marketing Communications, 2000With the globalization of international trade, consumers today are faced with a proliferation of products with multicountry affiliations (hybrid products). As such it is likely that the country of origin of manufacture of a hybrid product is no longer the most important determinant in the evaluation of brand image and product quality.
Ian Phau, Gerard Prendergast
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2006
The past few decades have seen many Asian countries embrace market capitalism and open their economies to foreign participation and influence. There has been a considerable increase in the number of global companies setting up shops in Asia. With exotic locales, unique cultures and sun-kissed beaches, tourism has become one of the booming industries in
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The past few decades have seen many Asian countries embrace market capitalism and open their economies to foreign participation and influence. There has been a considerable increase in the number of global companies setting up shops in Asia. With exotic locales, unique cultures and sun-kissed beaches, tourism has become one of the booming industries in
openaire +1 more source
Measurement of the Country of Origin of the Brand of Branding and Brand Loyalty
Management, 2022openaire +1 more source
Country branding as a way to increase country’s international importance and the brand of Estonia
2016The aim of this thesis is to study how a small state can increase its influence in the international relations by branding itself. The thesis is studying the case of Estonia and analyses Estonia’s brand’s reach in the United Kingdom and Germany through two large events taking place in Estonia – Tallinn Music Week and Tallinn Black Nights Film Festival.
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