National Image and Competitive Advantage: The Theory and Practice of Country-of-Origin Effect

Overview

This book features in-depth analyses of interactions between brand, country and product images; real-life examples of country branding; and guidelines for managerial action, making it an invaluable resource for students of International Marketing, International Business and Consumer Behavior as well as for international marketing managers, industry leaders and government officials.

Subjects covered include: Consumers' perception of countries as sources for brands and products; ...

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Overview

This book features in-depth analyses of interactions between brand, country and product images; real-life examples of country branding; and guidelines for managerial action, making it an invaluable resource for students of International Marketing, International Business and Consumer Behavior as well as for international marketing managers, industry leaders and government officials.

Subjects covered include: Consumers' perception of countries as sources for brands and products; how to utilize country image by the firm; how to manage national promotion campaigns of country image; country of origin labeling requirements; the use of the made-in label as a trade barrier; and the future role of brand and country images in the age of eCommerce.

Eugene D. Jaffe is Professor and Israel D. Nebenzahl is Associate Professor, both at the Graduate School of Business Administration, Bar-Ilan University, Israel.

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What People Are Saying

Jack Yan
...up-to-date examples and supporting evidence...useful lessons for identity professionals applying national branding to not only nations but any product or service making use of a country's image. Those charged with promoting nations will equally be advised to read this comprehensive and complete work. (Jack Yan, CEO, Jack Yan & Associates)
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Product Details

  • ISBN-13: 9788763000314
  • Publisher: Copenhagen Business School Press
  • Publication date: 6/28/2001
  • Pages: 192
  • Product dimensions: 6.41 (w) x 9.30 (h) x 0.64 (d)

Table of Contents

Preface 7
Acknowledgments 9
1 Introduction: Image, Images and Imagination 11
2 How to Measure Country Image 25
3 The Theory of Country, Brand and Product Images 37
4 It's All the Eyes of the Consumer 63
5 Managing Country of Origin Effects by the Firm 95
6 Managing Country Image by Industry and Government 123
7 Legal Aspects of Country Image 141
Epilogue 161
Appendix 167
Bibliography 171
Index 187
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