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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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The FutureBrand Country Brand Index
2011Brands of any kind typically have two dimensions — the promise they make and the way they are perceived by consumers; that is, they build reputation. Good country brand management is fundamentally about ensuring that there is no gap between the two. The FutureBrand Country Brand Index is designed to measure perceptions of country brand strength across ...
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Thin line between country, city, and region branding
Journal of Vacation Marketing, 2012Ram Herstein
exaly
Country branding emerging from citizens’ emotions and the perceptions of competitive advantage
Journal of Vacation Marketing, 2016Bang Nguyen +2 more
exaly
Country of origin branding: an integrative perspective
Journal of Product and Brand Management, 2016Roderick J Brodie, Maureen Benson-Rea
exaly
Branding and promoting a country amidst a long-term conflict: The case of Colombia
Journal of Destination Marketing & Management, 2016Narcis Bassols
exaly