haku: @author O'Shaughnessy, N.J. / yhteensä: 2
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| Tekijä: | O'Shaughnessy, J. O'Shaughnessy, N.J. |
| Otsikko: | Treating the nation as a brand: Some neglected issues |
| Lehti: | Journal of Macromarketing
2000 : JUN, VOL. 20:1, p. 56-64 |
| Asiasana: | Brands Image Reputation International Markets |
| Kieli: | eng |
| Tiivistelmä: | After discussing the concepts of image and nation, this paper considers the following: 1. the extent to which the notion of a brand is applicable to a nation, 2. the mechanisms by which a nation's image influences attitudes toward its products, 3. the choice processes in which country of origin is most likely to play a significant role, and 4. the extent to which the image of a nation can be manipulated. One conclusion is that the reputational capital of a nation with respect to product category will influence choice more than a nation's overall attractiveness, though fragments of a nation's imagery may nonetheless be successfully exploited. |
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