(Chatzipanagiotou, Veloutsou, & Christodoulides, 2016 Foroudi et Roles of image and reputation as constructs of brand equity Interrelationships with CBE due to the paucity of research regarding the Therefore, we distinguish and disclose them and their Studies on CBE have neglected the brand reputationĬonstruct, forgetting that image per se is part of the reputation (deĬhernatony, 1999 Jurisic & Azevedo, 2011 Pappu & Quester,Ģ010). Investigated the conceptual distinctions between the image of a countryĪnd its reputation. Researchers' and marketers' interpretations have not In the literature regarding perceptual components of theĬonceptualization of country brand equity (CBE), and, to date, These past studies have defined CBE in a consolidatedĭeductive-hypothetic approach for each of its stakeholder groups, (Bose et al., 2020 Mariutti & Giraldi, 2019 Pappu et al., 2006 Most CBE research conducted thus far has been quantitative in nature Quester, 2010 Zeugner-Roth, Diamantopoulos, & Montesinos, 2008). Marketing literature (Bose, Roy, Alwi, & Nguyen, 2020 Pappu & However, research on CBE remains in its infancy in the Marketable scope of the country brand has expanded, so has academic Theoretical and methodological levels-as has the significance of aĬountry's brand per se (Giraldi, 2016 Papadopoulos & Heslop,Ģ002 Papadopoulos & Hamzaoui-Essoussi, 2015). Specifically, CBE has gainedīroad attention since 2000 and has gradually advanced in both the In this scenario, we identify an ongoing debate among scholars 'relational' type of market-based intangible asset (Veloutsou, Intangible assets of a country, for brand equity represents a Thus, the country brand can be one of the most valuable CBE, as a conceptualĮxtension of the theory of brand equity, refers to the value of aĬountry's brand (Zeugner-Roth, Diamantopoulos, & Montesinos,Ģ008) and acts as an outcome of referred value (Davcik, Silva, & Therefore, sustainingĬBE for the long term requires strategic brand management (Kapferer,ġ992 Pappu, Quester & Cooksey, 2006). Place reputation, due to the many stakeholders and communicationĬhannels involved (Warnaby & Medway, 2013). Holds multifaceted tangible and intangible features that may influence Indeed, any of these geographic-spatial places The actual name of the location," which is relevant whenĬonsidering the branding of a geographical location (such as a city, 19) observed that "the brand name is relatively fixed by Or city) as a core interest-context unit of analysis. Starting point for place marketing and place branding (country, region, (Kotler & Levy, 1969), which provided the onto-epistemological Support strategies in positioning, advertising, communication, and sales Warnaby & Medway, 2013) since the earliest theoretical concepts to Robust marketing research domain in academia (Bastos & Levy, 2012 Historically, branding of place has been considered a This stage of the global development of branding (Steenkamp, 2017),īecause of the strategic function of country branding for anyĬountry's competitiveness (Foroudi, Gupta, Kitchen, Foroudi, & Within the setting of international business, country branding hasīecome necessary to build, manage, and monitor the value of the brand at
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