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Journal articles on the topic 'Country image'

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Author: Grafiati

Published: 4 June 2021

Last updated: 22 February 2023

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1

Fan, Qingji. "Relationship among China’s country image, corporate image and brand image." Journal of Contemporary Marketing Science 2, no. 1 (April 8, 2019): 34–49. http://dx.doi.org/10.1108/jcmars-01-2019-0006.

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Purpose The purpose of this paper is to investigate the effect of China’s image as a country on consumers’ evaluations of brands. Drawing on the literature pertaining to country images and country-of-origin effect, a research model was developed to evaluate country image, corporate image and brand image. Design/methodology/approach To test the model and investigate the effects of country, corporate and brand image on brand attitude and purchase intention, a survey was conducted that examined Korean consumers’ attitudes toward well-known Chinese brands. Findings China’s country image was found to comprise four dimensions: political image, economic image, citizen image and country relationship image. Country image had a direct positive effect on brand attitude, and through brand attitude, country image had an indirect positive effect on purchase intention. Corporate image and brand image had a positive effect on brand attitude and a direct positive effect on purchase intention. In addition, country image had a positive effect on corporate image, while through corporate image, country image had an indirect positive effect on brand image. Originality/value These findings not only offer theoretical evidence for research on China’s country image, but also provide empirical evidence to support the “going global” strategies of Chinese enterprises.

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2

Jeannie Hahm, Jeeyeon, and Asli D. A. Tasci. "Country image and destination image of Brazil in relation to information sources." Journal of Hospitality and Tourism Insights 3, no. 2 (November 20, 2019): 95–114. http://dx.doi.org/10.1108/jhti-04-2019-0057.

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Purpose The purpose of this paper is to measure country image and destination image of Brazil and identify influential information sources as image agents that help forming these images. Design/methodology/approach An online sample of respondents residing in the USA was surveyed using a structured survey design. County image, destination image and information sources were measured using seven-point Likert scales. Frequencies, descriptives, correlation analyses, t-test and ordinary least squares regression were used to analyze the data. Findings The findings revealed that Brazil’s destination image is stronger than its country image. Brazil’s destination image is rated above the middle rank (4) on the seven-point scale, the strongest attributes being scenic beauty, beaches and water attractions. Its country image, on the other hand, is below the middle rank (4) on the seven-point scale. Correlated with seven of the nine country image items, general knowledge from school is potentially the most influential agent for country image while word-of-mouth, printed or online news media and TV programs are potentially the most influential agent for destination image. Originality/value The image of Brazil has not been a focus of existing empirical research. Also, this study bridges the gap between country image and destination image in relation to information sources.

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3

Jin, Byoungho, Moudi O. Almousa, Heesoon Yang, and Naeun Kim. "Differential effects of macro and micro country images by product category and by country among Saudi consumers." Management Decision 56, no. 8 (August 13, 2018): 1663–81. http://dx.doi.org/10.1108/md-10-2016-0751.

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Purpose While country image consists of two hierarchical images – macro country image at the country level and micro country image at the specific product level – previous studies have largely failed to detail its varying effects by product category and by the level of a country’s economic development. The purpose of this paper is to examine the impact of the macro and micro country images of four countries (USA, Italy, Korea, and Malaysia) on Saudi consumers’ purchase intentions in two product categories (symbolic and functional product). Design/methodology/approach Data were collected from shoppers older than 20 years of age at several shopping malls in Riyadh, Saudi Arabia via mall intercept method. Findings Analyses of 496 data revealed that the effects of macro and micro country images differ by product category. In particular, both macro and micro country images were equally relevant to the purchase intention of symbolic goods (i.e. handbags), while micro country image played a greater role in the purchase intention of functional goods (i.e. cell phones). A partial country moderating effect was found. The effects of micro country image on the purchase intention of handbags were valid only in Italy, where product-country match is high. Originality/value This study advances country image research by highlighting how the effects of macro and micro country images on purchase intention differ by product category and by country. The findings suggest which aspect of country image (i.e. macro vs micro) should be actively communicated in the marketing of symbolic and functional goods.

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4

Brijs, Kris, Josée Bloemer, and Hans Kasper. "Country-image discourse model: Unraveling meaning, structure, and function of country images." Journal of Business Research 64, no. 12 (December 2011): 1259–69. http://dx.doi.org/10.1016/j.jbusres.2011.01.017.

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5

Li, Shenyu, Rong Huang, and Siva K. Balasubramanian. "Country of market effect." Innovative Marketing 12, no. 1 (April 27, 2016): 7–14. http://dx.doi.org/10.21511/im.12(1).2016.01.

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Purpose: This article proposes and empirically tests the country of market (COMK) effect, which captures the consumer’s responses of home market to a country where the product is marketed. Design/methodology/approach: Study 1 applies a lab experiment about Chinese consumers’ purchase intention for printers marketed either in the US or China. Study 2 applies country level data to examine the impact of economic development of 22 host countries on the performance of 167 multinational retailers in their home country. Findings: Study 1 shows that the printers marketed in US attract a higher level of purchase intention than printers marketed in China. This COMK effect is more salient for printers manufactured in China than those manufactured in US. In addition, innovation and design factors corresponding to the host country’s image fully mediate the COMK effect. Results in Study 2 show that a retailer that markets its services in a host country with a higher (lower) level of economic development is likely to generate higher (lower) level of retailing performance in its home country. Furthermore, it is found that COMK effect is diminished as the level of economic development of a vendor’s home country increases. Research limitations/implications: In addition to the cognitive components of country image (e.g., design and innovation), consumers’ affective components may also influence the COMK effect. Future research could discuss the impact of consumer ethnocentrism and consumer animosity on consumers’ attitude towards the product marketed in other countries. Practical implications: Strategically, marketing products to a country with a favorable image could benefit vendors from an emerging economy. For manufacturers from developed countries, marketing a product within their own countries may enhance the associated innovation and design images while marketing the same product in an emerging market. Originality/value: This article proposes and tests a demand side country effect on consumers’ purchase intention for products marketed in other countries. It is in sharp contrast to the traditional country effect which focuses on the supply side effect (e.g., country of origin, country of manufacture, country of assembly etc.)

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6

Lascu, Dana-Nicoleta, Zafar U. Ahmed, Irfan Ahmed, and Tan Hui Min. "Dynamics of country image: evidence from Malaysia." Asia Pacific Journal of Marketing and Logistics 32, no. 8 (January 17, 2020): 1675–97. http://dx.doi.org/10.1108/apjml-04-2019-0241.

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Purpose Previous research has posited country image to operate at two levels: the country’s macro image, based on general politico-economic descriptors of the country, and the country’s micro image, based on perceptions of products from the country. The purpose of this paper is to further explore this premise in a practical study, using a psychometric assessment of macro and micro country images by ascertaining the nature of differences in macro and micro images of leading exporters, the USA and China, for consumers in Malaysia, a top import destination of US and Chinese goods; the images of Malaysian goods were similarly assessed. Design/methodology/approach The study used a systematic sample, with questionnaires distributed to adult respondents using a street intercept. Interviewers asked every other passer-by to fill out a questionnaire, and stood in close proximity to address any questions from respondents. The study hypothesized that there is a significant difference between country macro and micro image, respectively for the USA, China and Malaysia, and that there is significant relationship between country macro image and country micro image in each country, respectively, USA, China and Malaysia. Findings The study found support for the reliability of existing country micro and macro image measures, and further refined them for increased validity. The study compared between the countries and found significant differences on both macro and micro dimensions of country image. The US scored highest on technological research, high quality products, standards of living, labor costs, welfare system, industrialization, civilian government, development, literacy, free-market system and democracy, followed by China on technological research, industrialization, development and free-market system, with Malaysia scoring higher on product quality, labor costs, welfare system, civilian government is civilian/non-military, literacy, free-market system and democracy. Research limitations/implications A broader study of countries that share geopolitical and cultural similarities might offer additional insights into country macro and micro image. Practical implications The study cautions marketers to assess the acceptance of their products in the context of their country’s macro and micro image perceptions in target markets, and steer those perceptions in a manner that would be beneficial to their marketing efforts. Originality/value The conceptualization of the macro and micro aspects of country image has been one of the less studied dimensions of country image. This study is the first to address these dimensions from an emerging-market perspective, suggesting that, at the macro level, country perceptions regarding technology, economy, and politics contribute to an overall impression of the country, which would then influence the desirability of its products originating there. For the micro country image, products from countries perceived as innovative, excelling in product design, and producing prestigious products, are likely to be perceived as desirable.

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7

Martínez, Sara Campo, and Maria D. Alvarez. "Country Versus Destination Image in a Developing Country." Journal of Travel & Tourism Marketing 27, no. 7 (November 2, 2010): 748–64. http://dx.doi.org/10.1080/10548408.2010.519680.

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Zhang, Jingru, Bihu Wu, Alastair M. Morrison, Chi Tseng, and Ying-chen Chen. "How Country Image Affects Tourists’ Destination Evaluations: A Moderated Mediation Approach." Journal of Hospitality & Tourism Research 42, no. 6 (March 22, 2016): 904–30. http://dx.doi.org/10.1177/1096348016640584.

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Limited tourism research has as yet drawn attention to the differences and interactions between country image and destination image. Therefore, this research explored the relationships among country image, destination image, familiarity, and destination evaluation. Based on an empirical study of international tourists in Beijing, China, a model was proposed covering these four variables. Country image mainly affected international tourists’ evaluations of China as a destination in a conditional indirect way, mediated by destination image and especially by psychological image, and moderated by familiarity. Moreover, familiarity directly and positively influenced functional destination image and negatively moderated the relationship between country and psychological destination images.

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9

Roth, Katharina P., and Adamantios Diamantopoulos. "Advancing the country image construct." Journal of Business Research 62, no. 7 (July 2009): 726–40. http://dx.doi.org/10.1016/j.jbusres.2008.05.014.

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10

Kochunny, C. M., Emin Babakus, Robert Berl, and William Marks. "Schematic Representation of Country Image:." Journal of International Consumer Marketing 5, no. 1 (April 19, 1993): 5–25. http://dx.doi.org/10.1300/j046v05n01_02.

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11

Woo, Hongjoo. "The expanded halo model of brand image, country image and product image in the context of three Asian countries." Asia Pacific Journal of Marketing and Logistics 31, no. 4 (September 9, 2019): 773–90. http://dx.doi.org/10.1108/apjml-05-2018-0173.

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Purpose The purpose of this paper is to examine an alternate halo model across the context of South Korea, China and India, and provide expanded interrelationships among their major brands’ brand images, country images, general product images and category-specific images (electronics and fashion handbags). Design/methodology/approach The proposed hypotheses in the alternate halo model were tested through a quantitative (survey) approach. Findings The results of analyzing 305 American consumers’ responses suggest theoretical and marketing implications for Asian countries in utilizing brand image effect and cross-category halo effects in marketing products in the global market. Originality/value The study proposes an alternate country image model that can be applied to the context of Asian countries with relatively immature country image, which is expanded from the traditional models in literature.

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12

Sun, Qin, Audhesh K. Paswan, and Margie Tieslau. "Country Resources, Country Image, and Exports: Country Branding and International Marketing Implications." Journal of Global Marketing 29, no. 4 (August 7, 2016): 233–46. http://dx.doi.org/10.1080/08911762.2016.1211782.

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13

Almousa, Moudi, Byoungho Jin, Heesoon Yang, and Naeun Kim. "The mediating effects of micro country image by product category and country." International Journal of Market Research 61, no. 6 (June 5, 2018): 668–82. http://dx.doi.org/10.1177/1470785318778245.

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Although it is well accepted that country image plays a major role in product evaluation and purchase intention in the literature, there is insufficient evidence regarding the effects of country image dimensionality on purchase intentions by product category (handbags and cell phones) and country (the United States, Korea, Italy, and Malaysia). The current research investigates the mediating effects of micro country image on the relationship between macro country image and consumers’ purchase intentions. Moreover, it highlights how this mediated relationship differs by product category and country. Based on research findings for symbolic products (i.e., handbags), both macro and micro country image should be managed and communicated to consumers. However, for functional products (i.e., cell phones), only micro country image needs to be actively communicated to consumers because it has a direct influence on purchase intentions. Additionally, micro country image was found to play a full mediating role between macro country image and purchase intentions in case of cell phones. This article concludes with a discussion of theoretical and managerial implications and further research.

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14

Lee, Seonjeong (Ally), Haemoon Oh, and Cathy H. C. Hsu. "Country-of-operation and brand images: evidence from the Chinese hotel industry." International Journal of Contemporary Hospitality Management 29, no. 7 (July 10, 2017): 1814–33. http://dx.doi.org/10.1108/ijchm-11-2014-0577.

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Purpose Building upon previous research on country-of-origin. This study aims to investigate whether the effects of country-of-origin extend to the hotel industry, based on associative network and signaling theories. Design/methodology/approach Based on a self-administered survey with tourists in China, this paper investigates antecedents and outcomes of hotel brand image and the moderating role of a hotel’s brand origin. Findings Results reveal country, city and industry images positively influence hotel brand image. Hotel brand image then influences price perception, quality perception and overall satisfaction. Practical implications Country-of-operation image remains a relevant, powerful predictor of brand image; thus, hotels need to carefully manage country-of-operation image. Originality/value This paper incorporates and establishes the role of country-of-operation image on hotel brand image.

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15

Mossberg, Lena, and Ingeborg Astrid Kleppe. "Country and destination image – different or similar image concepts?" Service Industries Journal 25, no. 4 (June 2005): 493–503. http://dx.doi.org/10.1080/02642060500092147.

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16

Lopez, Carmen, Manto Gotsi, and Constantine Andriopoulos. "Conceptualising the influence of corporate image on country image." European Journal of Marketing 45, no. 11/12 (November 15, 2011): 1601–41. http://dx.doi.org/10.1108/03090561111167315.

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17

Klein, Kristina, Franziska Völckner, Hernán A. Bruno, Henrik Sattler, and Pascal Bruno. "Brand Positioning Based on Brand Image–Country Image Fit." Marketing Science 38, no. 3 (May 2019): 516–38. http://dx.doi.org/10.1287/mksc.2019.1151.

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18

Yu, Peng, and Hongmei Zhang. "Does Travel Really Enhance Destination-Country Image? Understanding Tourists’ Changes in Perception toward a Destination Country." Sustainability 12, no. 10 (May 24, 2020): 4294. http://dx.doi.org/10.3390/su12104294.

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Tourism has played a fundamental role in shaping the image of destination countries. This study aimed to examine changes in international tourists’ enhanced and complex destination-country images (DCIs) by comparing pre- and post-trip perceptions. A total of 268 and 275 valid questionnaires from pre- and post-trip Chinese outbound tourists to South Korea, respectively, were collected. The results indicated that tourists’ DCIs were dynamic and could be effectively promoted through their actual tourism experiences. Overall, when considering enhanced DCI perception, compared with pre-trip tourists, post-trip tourists possessed a positive complex DCI perception. Tourism could provide an important channel for promoting a destination country’s image to the world.

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Koubaa, Yamen, Rym Boudali Methamem, and Fatiha Fort. "Multidimensional Structures of Brand and Country Images, and Their Effects on Product Evaluation." International Journal of Market Research 57, no. 1 (January 2015): 95–124. http://dx.doi.org/10.2501/ijmr-2015-007.

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Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix. Country and brand images are some of the cues proven to be of significant impact on consumer behaviour. This paper studies country and brand image multidimensional structures across several brands, countries and products. A model relating country image to brand image and then to product evaluation was built with country and brand image as multidimensional concepts. A within-subject intercultural investigation serves as a basis for data collection (1,400 consumers). The investigation was done in Japan, France and Tunisia. Three products were investigated, with three brands for each product: computer (Dell, Sony and Acer); hand cream (Shiseido, Nivea and L'Oréal); and sports shoes (Nike, Asics and le coq sportif). Results show a conjoint effect of country and brand images on product evaluation in addition to their separate effects. Country image structures differ across countries and influence differently product evaluation. Similarly, brand image structures differ across brands, across countries and across products.

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20

Han, C. Min. "Country Image: Halo or Summary Construct?" Journal of Marketing Research 26, no. 2 (May 1989): 222. http://dx.doi.org/10.2307/3172608.

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Parameswaran, Ravi, and R. Mohan Pisharodi. "Assimilation effects in country image research." International Marketing Review 19, no. 3 (June 2002): 259–78. http://dx.doi.org/10.1108/02651330210430695.

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Han, C. Min. "Country Image: Halo or Summary Construct?" Journal of Marketing Research 26, no. 2 (May 1989): 222–29. http://dx.doi.org/10.1177/002224378902600208.

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The author examines the role of country image in consumer evaluations of television sets and automobiles. Specifically, two alternative causal models are developed and tested: (1) the halo model hypothesizing that country image serves as a halo in product evaluation and (2) the summary construct model hypothesizing that country image functions as a summary construct. The test results indicate that when consumers are not familiar with a country's products, country image may serve as a halo from which consumers infer a brand's product attributes and which affects their attitude toward the brand indirectly through product attribute rating. In contrast, as consumers become familiar with a country's products, country image may become a construct that summarizes consumers’ beliefs about product attributes and directly affects their attitude toward the brand.

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23

Srikatanyoo, N., and J. Gnoth. "Country image and international tertiary education." Journal of Brand Management 10, no. 2 (November 2002): 139–46. http://dx.doi.org/10.1057/palgrave.bm.2540111.

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24

Nadeau, John, and Anja H. Olafsen. "Country image evaluations and migration intentions." Place Branding and Public Diplomacy 11, no. 4 (July 29, 2015): 293–308. http://dx.doi.org/10.1057/pb.2015.8.

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Nadeau, John, Louise Heslop, Norm O’Reilly, and Peter Luk. "Destination in a country image context." Annals of Tourism Research 35, no. 1 (January 2008): 84–106. http://dx.doi.org/10.1016/j.annals.2007.06.012.

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AFANASYEV, Oleg Evgenievich. "Tourist Image Building of the Country: Application of the Historiographical Method." Journal of Environmental Management and Tourism 11, no. 4 (June 30, 2020): 994. http://dx.doi.org/10.14505//jemt.v11.4(44).25.

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The article deals with the problem of using the principles of the historiographical approach in the study of the reasons and factors for the tourist image building of the country in the historical and chronological aspect. The authors consider the importance of studying the historical process of creating negative or neutral images of Russia among European residents, based on the historiographical analysis of the sources of the 13th-19th centuries, which in the current context directly influences the demand and interest in tours to the country. The article offers and discusses in detail the mechanisms of tourist image building of the country in its two aspects – subjective and objective. It is noted that any person's image of a particular country without having visited it directly can be considered subjective, and be potentially attractive, neutral, or repellent. The negative image of Russia in the public perception of European residents over a long historical period is now expressed in its negative tourist image and fears of a possible tourist trip to the country. The article describes the technology of applying the historiographical analysis in the practice of training and retraining of industry professionals who are trained in technologies for designing tourist images of the country's regions. The article presents methods and forms of working with historical sources to identify ideas about the hospitality traditions and tourist images of Russia, described in the works of foreign travelers of the 13th-19th centuries. Descriptions of the peoples of Russia, their life and customs contained in these works, built the image perception of the country in the minds of European residents, in some cases with extrapolation effect to the modern era. The article states the empirical effectiveness of using historiographical analysis technologies to assess the causes and consequences of building a negative or neutral tourist image of Russia among foreign tourists, conditioned by the trends of its descriptions in historical sources. The conclusion is made that it is necessary to develop marketing strategies to overcome negative images and perceptions of Russia among potential consumers of its tour programs.

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Papadopoulos, Nicolas, Yara Ibrahim, Alessandro De Nisco, and Maria Rosaria Napolitano. "The Role of Country Branding in Attracting Foreign Investment: Country Characteristics and Country Image." MERCATI & COMPETITIVITÀ, no. 2 (June 2018): 85–108. http://dx.doi.org/10.3280/mc2018-002005.

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Nghiêm-Phú, Bình. "Country image, country attachment, country loyalty, and life satisfaction of foreign residents in Vietnam." Tourism and Hospitality Research 16, no. 4 (August 2016): 329–44. http://dx.doi.org/10.1177/1467358415600218.

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Herrero-Crespo, Ángel, Héctor San Martín Gutiérrez, and Maria del Mar Garcia-Salmones. "Influence of country image on country brand equity: application to higher education services." International Marketing Review 33, no. 5 (September 12, 2016): 691–714. http://dx.doi.org/10.1108/imr-02-2015-0028.

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Purpose The purpose of this paper is to analyze how country image affects the dimensions of country brand equity (CBE) (i.e. awareness, image, perceived quality and loyalty) in the higher education sector, as well as the interrelationships between these dimensions. Design/methodology/approach Quantitative research with 208 international students who were starting the academic year at a Spanish university was performed to test the hypotheses. In accordance with the characteristics of the target population, the subjects interviewed were mainly from Europe and the Americas. Findings The results indicate that the country image affects the perceived quality and awareness of the universities in the country. Additionally, a hierarchy of effects between the dimensions of CBE was found. In particular, loyalty toward the universities of a country is positively influenced by their perceived quality, which is affected by image and awareness of these universities. For its part, the image of universities is positively influenced by the awareness attributed to them by international students. Practical implications These results have implications for marketing activities aimed at the internationalization of higher education institutions and, therefore, their appeal to international students. Originality/value The paper’s findings represent an important step in the advancement of knowledge about CBE by taking as a basis a complex model that involves the different dimensions of this construct together with a relevant variable in international marketing, that is, country image.

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Xiong, Jian-Yong, Yan-Yan Wu, and Won-Kyum Kim. "Relationships among the Country Image, Product Image and Purchase Intention." Journal of the Korea Contents Association 10, no. 12 (December 28, 2010): 267–73. http://dx.doi.org/10.5392/jkca.2010.10.12.267.

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Koubaa, Yamen. "Country of origin, brand image perception, and brand image structure." Asia Pacific Journal of Marketing and Logistics 20, no. 2 (March 28, 2008): 139–55. http://dx.doi.org/10.1108/13555850810864524.

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Sorokina, Anna A., Anastasiia M. Katrich, and Anna N. Shilina. "Images of South Korea and Russia in the Mutual Representations of the Student Youth of Both Countries." RUDN Journal of Political Science 23, no. 2 (December 15, 2021): 287–304. http://dx.doi.org/10.22363/2313-1438-2021-23-2-287-304.

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The perspectives of modern South Korean youth on Russia and perspectives of Russian youth on South Korea respectively are reconstructed and interpreted in this article. The research was conducted on the basis of analysis of 100 in-depth interviews with Russian and South Korean student youth (50 students in each group), specializing in Russian-Korean relations, intercultural communications and language of the country studied. Natural and geographic factors, historical and cultural associations, the image of the countrys citizens are found to be the main South Korean students perspectives on Russia. Economic system, the image of the countrys citizens, historical and cultural features of the country represent the main Russian students perspectives on South Korea. In general, mutual images of each country contain many stereotypes which are mediocre for common perception. Such stereotypical thinking and the lack of knowledge about modern socio-economic realities among future specialists in Russian-Korean relations may be a serious obstacle that places under risk effectiveness of further cooperation between the two sides.

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Tse, David K., and Wei-na Lee. "Removing Negative Country Images: Effects of Decomposition, Branding, and Product Experience." Journal of International Marketing 1, no. 4 (December 1993): 25–48. http://dx.doi.org/10.1177/1069031x9300100403.

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This article reports two studies on how negative country images can be removed by investigating the effects of decomposing country image into component and assembly origins, as well as the effects of global branding and product experience. Study 1 examines the psychological mechanism consumers use when a country image is decomposed into component and assembly origins. Study 2 extends the effect of decomposing country image to the context of global brands and product experience. It was found that subjects do not seem to differ either in the psychological mechanism they use or in their confidence in evaluating a product which is “made in “ a country versus a product which has its “components from” and “is assembled in” the same country. As hypothesized, the effect of country image was weakened when it was decomposed. A strong positive brand was found to override negative assembly origin effect. After the product experience, the component origin effect was also removed. These findings suggest that when manufacturers lower their production costs by globalizing their production lines, they may simultaneously benefit from having a positive product image.

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Damayanti, Trie, Susanne Dida, Dadang Rahmat Hidayat, and Sung Kyum Cho. "Nation brand image and trust level of foreign citizens." PRofesi Humas Jurnal Ilmiah Ilmu Hubungan Masyarakat 7, no. 1 (August 10, 2022): 1. http://dx.doi.org/10.24198/prh.v7i1.38540.

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The state is an organization with a power structure and the population as members of the state. The state itself is an entity that interacts with other entities that can consist of other countries and their inhabitants, rules, and products. Because of this, a country needs an identity that can distinguish the country from other countries. The identity of a country is not the same as the identity of a product because a country is bound by history and images attached to foreign citizens’ minds. This inherent image is usually used to form a nation’s brand image. This study aims to discover how Malaysia’s nation brand image contributes to the trust of foreign nationals visiting their country by using a constructivist qualitative approach as a research method. It turns out that the results of the study show that the most powerful thing in determining Malaysia’s brand image is not tourism promotion. As a country with an image of different cultures, Malaysia will use this potential to visualize its tourism promotion to keep those images stronger. However, the experience of Indonesian citizens in interacting with the Malaysian state, with infrastructure, state norms, and citizens, is a determinant of how Indonesian citizens perceive Malaysia. What is inherent in the results of the experience of interacting in Malaysia is what Indonesian citizens will convey to others. Therefore, a comprehensive strategy is needed to build a national brand image of Malaysia because what sticks in mind as an image of Malaysia in foreign nationals will show their trust in the country.

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Buhmann, Alexander, and Diana Ingenhoff. "Advancing the country image construct from a public relations perspective." Journal of Communication Management 19, no. 1 (February 2, 2015): 62–80. http://dx.doi.org/10.1108/jcom-11-2013-0083.

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Purpose – The purpose of this paper is to develop and test a new model for the measurement of the constitution and effects of the country image as a central target construct in international public relations. Design/methodology/approach – The authors combine concepts from reputation management (Eisenegger and Imhof, 2008; Ingenhoff and Sommer, 2007), national identity theory (Smith, 1987), and attitude theory (Ajzen and Fishbein, 1980) to derive a four-dimensional model, conceptualizing country images as stakeholder attitudes toward a nation and its state, comprising specific beliefs and general feelings in a functional, normative, aesthetic, and emotional dimension. Furthermore, the authors develop a path model to analyze the country image’s effect on stakeholder behavior. This model is operationalized and tested in a survey regarding the country image of the USA and its effects on travel behavior. Findings – Results show how functional, normative and aesthetic image dimensions vary in affecting the formation of the affective image component. It is also demonstrated how the affective image di-mension acts as a mediator in the image’s effect on stakeholder behavior. Practical implications – For international public relations and public diplomacy practice the developed model supplies a new approach for country image analyses which will serve and improve the development and evaluation of cross-national communication strategies. Originality/value – The paper introduces a new theory-grounded approach to clarify the dimensionality of the country image construct. It is the first to operationalize cognitive and affective dimensions of the country image by combining formative and reflective indicators in a mixed specified construct.

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Kim, Namhoon, Eunha Chun, and Eunju Ko. "Country of origin effects on brand image, brand evaluation, and purchase intention." International Marketing Review 34, no. 2 (April 10, 2017): 254–71. http://dx.doi.org/10.1108/imr-03-2015-0071.

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Purpose The purpose of this paper is to analyze how national stereotype, country of origin (COO), and fashion brand’s images influence consumers’ brand evaluations and purchase intentions regarding fashion collections. Korea (Seoul) and overseas (New York and Paris) collections are compared and analyzed. Design/methodology/approach The authors conduct a structural equation modeling and multi-group analysis using data collected from Seoul, New York, and Paris. Findings Consumers make higher brand evaluations and ultimately have stronger purchase intentions toward fashion collections from countries that have stronger COO and fashion brand images. In the context of fashion collections, COO image is greatly influenced by a nation’s political economic and cultural artistic images. In addition, comparing the domestic Seoul fashion collection with New York and Paris collections reveals that a national stereotype images, COO images of fashion collection, and fashion brand’s images cause different brand evaluation and purchase intention. Originality/value The overarching value of the study is that it expands COO research, which has been limited to actual products. Also, the results provide a basic foundation for establishing marketing strategy based on COO image as a way to enhance the development and image of fashion collection.

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Mikhnevych, Liudmyla, Victor Marchenko, Petur Hristov, and Aleksandra Kuzior. "Conceptual Relationships Between Country Image and Economic Security." Marketing and Management of Innovations, no. 1 (2020): 285–93. http://dx.doi.org/10.21272/mmi.2020.1-24.

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The paper deals with the analysis of the linking between country image and level of economic security. The studies confirmed that ongoing tendency on world competitiveness justified considering direct and indirect dimensions which influence on the country’s economic security. The authors generalised the factors which affected the economic security of the country. The finding proved that one of the significant indirect parameters is the country image. The authors analysed and summarised the most appropriate definitions of country brand and image. The authors analysed the frequency of country brand and image in the scientific paper. The paper aimed to identify the scientific clusters on the investigation of economic security and the country’s brand. The study used the bibliometric analysis using software VOSviewer, Web of Science and Scopus Tools Analysis. The data of analysis was obtained from the scientific database Scopus and Web of Science for 1991-2019 years. For the analysis, the papers were selected as the criteria as follows: English language; published for 1991-2019 years; contained the keywords brand, image, county and security. The results of the analysis proved that the paper which used the term “country image” is more than “country brand” in Scopus and Web of Science. The findings from the Web of Science and Scopus Tools Analysis confirm the hypothesis on the increasing tendency of publishing activities papers which focused on the analysis of security and country’s image. The visualising of co-authorship by country allowed identifying that the 50% papers published by the scientists with the American, Ukrainian, Canadian, Spanish and Russian affiliations. The VOSviewer results allowed identifying two significant scientific clusters as follows: country image and economic security. Besides, between the two most significant cluster were as mediators: governance, nation branding, developing countries and environment. Besides, analysing the new publication for 2015-2019 years, the most cited papers on economic security connected with analysis not only quantitively economic parameters but also with political, sustainable development and country’s image. The bibliometric analysis formed the background for checking the casual relationship between image and economic security of the country. Keywords bibliometric analysis, brand, brand management, country brand, VOSviewer.

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Ana, Maria-Irina, and Anca-Georgiana Andrei. "Corporate and country image: a bilateral relationship." Proceedings of the International Conference on Business Excellence 12, no. 1 (May 1, 2018): 45–53. http://dx.doi.org/10.2478/picbe-2018-0006.

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Abstract Analyzing this important relationship between corporate image on one side, and country image on the other side is an interesting and actual topic in the context of the increasing level of globalization. Although the subject was approached by place branding scholars and practitioners, there is still a high need for theoretical and empirical research. This documentary article focuses more on the concept of transfer of image, from corporation to country and from country to corporation, but seen from a new perspective, as a Blue Ocean Strategy. The paper will also show the importance of this relation that exists between corporate and country from the image perspective, by given concrete examples withdrawn from relevant literature. At the same time, based on a documentary study, key aspects will be analyzed in order to show the positive aspects generated by the relationship between corporation image and country image. In conclusions, it will be presented how this connection between corporate and country can be one of the best answers to globalization and how the positive transfer of image can be implemented as a Blue Ocean Strategy. The aim of this study is to convince scholars and practitioners to research more on this new topic, because a proactive approach in this field can help increasing tourism and encourage investment and exports.

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Best, John. "Self‐image and practising in the country." Medical Journal of Australia 145, no. 1 (July 1986): 41–42. http://dx.doi.org/10.5694/j.1326-5377.1986.tb113743.x.

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Murphy, Kate. "The Australian Country Girl: History, Image, Experience." Australian Historical Studies 46, no. 2 (May 4, 2015): 332–33. http://dx.doi.org/10.1080/1031461x.2015.1040598.

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Lala, Vishal, Anthony T. Allred, and Goutam Chakraborty. "A Multidimensional Scale for Measuring Country Image." Journal of International Consumer Marketing 21, no. 1 (December 16, 2008): 51–66. http://dx.doi.org/10.1080/08961530802125407.

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Hakala, Ulla, Arja Lemmetyinen, and Satu‐Päivi Kantola. "Country image as a nation‐branding tool." Marketing Intelligence & Planning 31, no. 5 (July 26, 2013): 538–56. http://dx.doi.org/10.1108/mip-04-2013-0060.

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Hung, C. L. "A Country-of-Origin Product Image Study." Journal of International Consumer Marketing 1, no. 3 (July 20, 1989): 5–26. http://dx.doi.org/10.1300/j046v01n03_02.

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Pecher, Annett, and Angela Tregear. "Product Country Image Effects for Food Products." Journal of International Food & Agribusiness Marketing 11, no. 3 (January 23, 2001): 1–15. http://dx.doi.org/10.1300/j047v11n03_01.

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Jones, Jennifer. "The Australian Country Girl: History, Image, Experience." Journal of Australian Studies 39, no. 4 (October 2, 2015): 564–65. http://dx.doi.org/10.1080/14443058.2015.1080137.

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Fan, Ying, and Akram Shahani. "Country Image of Pakistan: A Preliminary Study." International Journal of Tourism Research 18, no. 3 (March 12, 2014): 220–27. http://dx.doi.org/10.1002/jtr.1998.

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Martin, Ingrid M., and Sevgin Eroglu. "Measuring a multi-dimensional construct: Country image." Journal of Business Research 28, no. 3 (November 1993): 191–210. http://dx.doi.org/10.1016/0148-2963(93)90047-s.

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Vijaranakorn, Ketsuree, and Randall Shannon. "The influence of country image on luxury value perception and purchase intention." Journal of Asia Business Studies 11, no. 1 (January 3, 2017): 88–110. http://dx.doi.org/10.1108/jabs-08-2015-0142.

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Purpose This study aims to develop a theoretical concept by examining the country image effects on luxury value perception, a matter past studies have overlooked. Multiple facets of country image, cognitive and affective dimensions, have been developed to evaluate perceived luxury value and purchase intention. However, no prior studies have considered all the types of perceived luxury values: utilitarian value, hedonic value, symbolic value and economic value, considered in relation to cognitive and affective country image in an emerging country’s market. Accordingly, this study has attempted to explore the ways Thai luxury consumers perceive the image of the country and the influence of the perceived value of Thai luxury brands, to learn which country attributes strengthen the luxury brand’s value and customers’ purchase intention. Design/methodology/approach A total of 407 Thai respondents, who were luxury-product consumers who knew and previously had bought either Thai luxury brands or global luxury brands, comprised the final sample examined. Structural Equation Modeling was employed in this research to test the research hypotheses. The structural model proposed a causal relationship between two endogenous constructs, cognitive and affective country images, and five exogenous constructs: utilitarian value, hedonic value, symbolic value, economic value and purchase intention. Findings The findings confirmed that countries are like brands in that the perceived image of each country’s aspects, cognitive and affective, influences the perceived value in each dimension differently, and so affects purchase intention. This implies that the evaluation of perceived quality or perceived value for money, as in past studies, cannot accurately demonstrate what particular benefits consumers receive when they utilize the country-image cue. Country image has both symbolic and emotional significances for consumers. The findings have provided a more precise measure of the effects of country image as well as important information on country positioning the in the world market. Research limitations/implications There are some limitations in this study. The reliance on Thai samples from one city has limited the generalizability of the findings. Moreover, this study considered only one country of brand origin, and only one product category has been chosen as the stimulus, which together are the major limitations of this study. Future research could also consider further testing country image effects on value perception with other extrinsic attributes, rather than using a single cue, as this study did. Additionally, antecedent variables that may have an influence on country-image effects should be considered in future studies. Practical implications The relation of country image and value perception could help both governments and companies support their national brands more effectively, or to export products in accordance with the image aspect that most strongly impacts consumers’ positive perception of value. Moreover, it would be valuable for companies producing luxury products to know which country attributes strengthen the brand’s value. Luxury-brand managers will have to take these aspects into consideration when developing their communications strategies (Krupka et al., 2014). Originality/value There is a lack of research as regards the impact of a brand name’s perceived origin on the luxury perception associated with that brand (Salciuviene et al., 2010). This research is the first to investigate the theoretical framework of luxury value perception found in relation to cognitive and affective country images. From an academic perspective, this study sought to increase the theoretical research relating to the ambiguous conceptualization of the country-image effect on consumers’ perception of value in luxury products. Additionally, the relation of country image to luxury value perception could help both governments and companies support their national luxury brands more effectively, or to export luxury products in accordance with the image aspect that most strongly impacts consumers’ positive perception of value.

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Gotsi, Manto, Carmen Lopez, and Constantine Andriopoulos. "Building country image through corporate image: exploring the factors that influence the image transfer." Journal of Strategic Marketing 19, no. 3 (June 2011): 255–72. http://dx.doi.org/10.1080/0965254x.2011.581387.

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Souiden, Nizar, Frank Pons, and Marie‐Eve Mayrand. "Marketing high‐tech products in emerging markets: the differential impacts of country image and country‐of‐origin's image." Journal of Product & Brand Management 20, no. 5 (August 23, 2011): 356–67. http://dx.doi.org/10.1108/10610421111157883.

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