Country images in marketing strategies: Conceptual issues and an empirical Asian illustration

Iversen, Nina M.; Kleppe, Ingeborg Astrid; Stensaker, Inger G.

doi:10.1057/palgrave.bm.2540102

Cited by 96 publications

(88 citation statements)

References 22 publications

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“…The results also support the results of Elliot & Cameron (1994), meaning the country of origin is less important comparing to price or quality and are congruent with the results of Kotler & Gertner (2002), namely the country of origin doesn't have a significant effect on buying intention. The findings do not support the results of Kleppe, Iversen & Stensaker (2002), the buying intention is greater for products made in developed countries.…”

contrasting

confidence: 56%

The Advantages of Using Best-Worst Model for Hybrid Products

Tamaş¹,

Popescu²

2017

Proceedings of the 7th Economics &Amp; Finance Conference, Tel Aviv

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contrasting

confidence: 56%

The Advantages of Using Best-Worst Model for Hybrid Products

Tamaş¹,

Popescu²

2017

Proceedings of the 7th Economics &Amp; Finance Conference, Tel Aviv

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“…Accordingly, export promotion organizations recognize that their country's reputation constitutes a potential asset to be managed carefully [19]. Just as companies offer distinct products and services to international markets, so do countries which may be known for exporting particular products and services [31,40,41]. The country's product origin may therefore provide it with a competitive advantage thus making companies from a specific country promote a product using the country of origin as an asset [42].…”

Section: Exportsmentioning

confidence: 99%

Applying Anholt's National Branding Model: The Case of Kenya

Mugo¹,

Misiani²

2017

Bus Eco J

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In essence, branding a country improves its profile and reputation, thereby enabling it to attract foreign direct investments while making it an ideal destination for tourism and trade. For this reason, governmental entities are beginning to employ branding strategies to sell their regions and countries to the rest of the world. This phenomenon has resulted in a new concept of marketing called place branding. With Kenya seeking to position itself as an attractive investment destination and with aspirations of becoming a middle-income country by the year 2030, it is essential to identify the critical place branding strategies and ensure these are incorporated into the country's strategic plan (Vision 2030) in order to compete effectively against competition. Accordingly, the researchers extensively review existing literature relating to place branding. From the analysis, the authors propose a conceptual framework for strategic place branding for Kenya. The paper concludes by suggesting areas that future studies should address.

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“…In turn, Kleppe, Iversen and Stensaker (2002) suggested that country equity refers to the influence of a country's name on the brands and goods from that country. These authors indicate that the management of this value could bring significant benefits to a country, since it can be transferable to other products and brands that come from that country.…”

Section: O U N T R Y B R a N D E Q U I T Y Assessmentmentioning

confidence: 99%