Treating The Nation As A Brand: Some Neglected Issues  

Oleh:

O’Shaughnessy, John ; O’Shaughnessy, Nicholas Jackson

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Macromarketing vol. 20 no. 1 (Apr. 2000), page 56-64.
Fulltext: 56.pdf (76.25KB)

Isi artikel

After discussing the concepts of nation and image, this article considers (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 a product category will influence choice more than a nation’s overall attractiveness, though fragments of a nation’s imagery may nonetheless be successfully exploited.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali