Country Brand Equity: The Role of Image and Reputation

Mariutti, Fabiana Gondim; Giraldi, Janaína de Moura Engracia

doi:10.1590/1807-7692bar2020180128

Cited by 9 publications

(13 citation statements)

References 35 publications

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“…In this line, Fern andez et al (2019) defend that "the status of a country's reputation has convinced policymakers, governments, and society to take significant steps to market their brands and images" (p. 2). However, Mariutti and Giraldi (2020) point out that international reputation has been quite absent from the studies about the country brand. In accordance ARLA 35,2 with these authors (Mariutti and de Moura, 2019), we highlight its potential impact on international business strategies worldwide and suggest developing communication plans by engaging the public and private sectors.…”

Section: International Reputationmentioning

confidence: 99%

Analysis of the influence of reputation, identity and image on the country brand

Revilla‐Camacho

Rodríguez‐Rad

Garzón

et al. 2022

ARLA

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PurposeThe main objective of this study is to identify some of the variables that affect the perception of Brazil country brand, as well as the knowledge of the relationships between them.Design/methodology/approachThe proposed model aims to find out the influence of the affective image, the cognitive image, the identity and the reputation on the country brand. Partial Least Squares (PLS) is the method used to test the proposed model.FindingsAccording to the results obtained, it seems that both identity and reputation have a positive and significant effect on the country brand. On the other hand, the cognitive image is positively related to identity and the affective image, while it is surprising that the affective image itself shows no significant influence on identity.Originality/valueThe study is of particular interest to the policy makers of territories, explaining the factors they must influence in order to successfully enhance the country brand. It also contributes to theoretical development by proposing a conceptual model that highlights the importance of the cognitive image in the country brand, due to its effect on the affective image and identity.

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Section: International Reputationmentioning

confidence: 99%

Analysis of the influence of reputation, identity and image on the country brand

Revilla‐Camacho

Rodríguez‐Rad

Garzón

et al. 2022

ARLA

View full text Add to dashboard Cite

show abstract

“…In turn, Mariutti and Mariutti (2019) proposed to measure the country brand equity using the classical country brand model (country brand awareness, perceived quality, and loyalty) but including the country brand reputation dimension. In the other study, Mariutti and Giraldi (2020) developed the multidimensional country brand equity framework. The scholars emphasized the importance of developing the country's brand reputation, image, and associations, increasing country brand awareness, loyalty, perceived quality, and promoting channel relationships.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Country’s Green Brand: The Main Gaps in the Scientific Treatises

2022

Vadyba

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Forming a strong brand is essential for national development. The country’s brand gives the direction for its long-term economic growth, contributes to increment in assets value and the competitive advantages, attracts more investments, tourists, etc. In the view of growing concern on climate change, environmental protection issues boost its influence on worldwide decision-making processes. In turn, the scientific community has more decisive in their statement to create a unique and robust country’s brand considering the green perspectives. However, the literature review results showed that the scholars investigate the green branding, mainly on the product or corporate level. Therefore, this study aims to assess how well the existing literature on country branding is explored from the perspective of green development. The research questions are as follows: 1) What are the main research directions in the scientific literature concerning the country’s green branding? 2) How far has the country’s green brand been investigated? 3) What research gap should be covered in the future? This study operated with the scientific documents published in the highly ranked scientific journals indexed in the Scopus database to answer the research questions. The study period covered 2000-2022 (until April 2022). The search for relevant publications was run by the keyword combinations “green brand”, “country brand”, and “nation brand” in the documents’ titles, keywords, and abstracts. The boolean operator' OR' was used to include the papers specified at least with one keyword. The obtained results revealed 545 papers on the investigated topic (225 publications on green branding and 320 publications on country/nation branding). In the frame of investigation, the authors applied Scopus analytical tools to detect the publication dynamic of a designed sample of documents, identify the most engaged authors, and assess the contributions of the affiliations and countries. To build the networks of scientific collaboration worldwide and detect the main research streams in studies on country/nation green brands, the authors used the method of the low-dimensional visualization. This study selected the keywords with the greatest total link strengths based on the calculation of the total link strengths of the co-occurrence’s links with other keywords. The counting method was full counting. The findings of bibliometric analysis confirmed that the studies on green branding mainly address the corporate level. The green brand concept is investigated mostly regarding green brand attachment, green brand attitude, green brand image, green brand love, green brand trust, green loyalty, green satisfaction, green perceived risks, value, and environmental sustainability. Therefore, it indicates the necessity to expand research on the national level. The main limitation of this study is operating with publications retrieved only from the Scopus database. However, the findings could be value-added for scholars investigating the country's green brand issues. The authors consider the obtained results to be a starting point for designing the country's green brand model and its assessment in the future.

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“…La imagen de marca influye en la toma de elecciones del consumidor y, en última instancia, auxilia al costo de la marca. Una imagen de marca exclusiva, profundo y conveniente posibilita que la marca se diferencie y se posicione estratégicamente en la mente del consumidor, contribuyendo al potencial de optimización del costo de la marca debido a que las asociaciones de marca de sitio tienen la posibilidad de influir en la favorabilidad de la imagen de marca una vez que se relacionan con el costo de la marca de sitio ya sea dependiendo de la nación o segmentación que se desea guiar (Mariutti & Engracia, 2020).…”

Section: Imagen De La Marcaunclassified

El valor de marca (Brand Equity) en la intención de compra a través de canales digitales de las tiendas de abarrotes de la ciudad de Machala en tiempos de post pandemia

Palomino-Banegas¹,

Tigrero-Guncay²,

Tinoco-Egas³

2022

593DPCEIT

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La equidad de marca tiene un papel importante al realizar una compra juegan varios factores el objetivo de esta investigación es identificar el valor de la marca en la intención de compra a través de canales digitales en las tiendas de abarrotes de la ciudad de Machala en tiempos de post pandemia esta investigación analizó a 70 participantes entre hombres y mujeres de 18 a más de 50 años de edad considerados como población económicamente activa de la ciudad de Machala. Muchos de las tiendas de abarrotes han pasado por una difícil situación después de la pandemia ya que su clientela ha disminuido esto permitió investigar el valor de la marca que tiene cada consumidor al realizar una compra, en donde se ha añadido elementos como la Conciencia de marca, Igualdad de Marca, Asociación de marca y Lealtad de marca esto permite saber cuál es el factor que más influye en el consumidor para adquirir su producto en los diferentes supermercados que lo ofrecen ya sea por los precios, como por la facilidad de pago y las promociones que hay en dicho lugar. Estos hallazgos son importantes para el sector comercial en donde gerentes de supermercados podrán verificar que influye en su compra.

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Country Brand Equity: The Role of Image and Reputation

Cited by 9 publications

References 35 publications

Analysis of the influence of reputation, identity and image on the country brand

Analysis of the influence of reputation, identity and image on the country brand

Country’s Green Brand: The Main Gaps in the Scientific Treatises

El valor de marca (Brand Equity) en la intención de compra a través de canales digitales de las tiendas de abarrotes de la ciudad de Machala en tiempos de post pandemia

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