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| Tekijä: | Lopez, C. Gotsi, M. Andriopoulos, C. |
| Otsikko: | Conceptualising the influence of corporate image on country image |
| Lehti: | European Journal of Marketing
2011 : VOL. 45:11-12, p. 1601-1641 |
| Asiasana: | corporate image country comparisons marketing |
| Kieli: | eng |
| Tiivistelmä: | This paper aims to examine the influence of corporate image on the image of its country of origin. A conceptual framework and a series of propositions are developed, based on previous studies on country of origin (COO), image transfer, corporate and place branding. The influence of corporate image on country image is proposed to be able to be moderated by four individual (country and corporate familiarity, brand image fit and corporate brand category-country brand image fit) and two corporate variables (international and market visibility). |
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