Americans’ attitudes toward South Africa: A study of country reputation and the 2010 FIFA World Cup

The nation branding opportunities provided by a sport mega-event: South Africa and the 2010 FIFA World Cup

“…Kim & Morrison, 2005;Smith, 2006), international observers (e.g. Bodet & Lacassagne, 2012;Fullerton & Holtzhausen, 2012;Harris, Lepp & Lee, 2012;Heslop et al, 2013;Ritchie & Smith, 1991); or residents (Armenakyan, Heslop, Nadeau, O'Reilly, & Lu, 2012;Lee 2010); or a media content analysis (Lepp & Gibson 2011;Swart, Linley & Hardenberg, 2012). Few studies have captured the experiences, observations and lessons learned by event and brand stakeholders.…”

Country reputation as a moderator of tourism advertising effectiveness

“…The results of the factor analysis in this study varied slightly from Fullerton and Holtzhausen's (2012) research using a similar scale to measure Americans' impressions of South Africa. Presumably, the additional items used in the South African study caused slightly different dimensions to emerge, although the dimensions of Leadership and Culture loaded very similarly in both studies.…”

“…Therefore, managing place identity or country reputation may be a more applicable concept than place branding, according to some scholars. This notion is particularly true in a world dominated by social media where the consumer, rather than the marketer, increasingly creates the brand (Morgan, Pritchard, and Pride 2011;Fullerton and Holtzhausen 2012).…”

“…Just as corporations have considerable control over their company's brand image and less control over the company's reputation, the same is true for countries (Fullerton and Holtzhausen 2012). In distinguishing between country branding and country reputation, Journal of Marketing Communications 3 Passow, Fehlmann, and Grahlow (2005) noted that reputation is a strategic concept centered on long-term impressions that are constructed by images and actions of an organization, or, in this case, a country.…”

Country Branding and its effect on the consumer in the global market

“…Since 2010, there are few contributions from academics in the field of the nation brand who have tried a methodology to quantify the efforts. For example, a study on perception of South Africa -before and after the World Cup-showed that the perception of the country among Americans has improved (Fullerton and Holtzhausen 2012). Table 3 relates chronologically the major studies on the construction and management of the brand country.…”