Country Brand Equity: The Role of Image and Reputation



Título del documento: Country Brand Equity: The Role of Image and Reputation
Revista: BAR - Brazilian Administration Review
Base de datos: CLASE
Número de sistema: 000494844
ISSN: 1807-7692
Autores: 1
1
Instituciones: 1Universidade de Sao Paulo, Ribeirao Preto, Sao Paulo. Brasil
2Universidade Positivo, Curitiba, Parana. Brasil
Año:
Volumen: 17
Número: 3
País: Brasil
Idioma: Inglés
Tipo de documento: Artículo
Enfoque: Analítico, descriptivo
Resumen en inglés Country brand equity (CBE) is expanding in theory and in practice; however, little has been published on its conceptualization. By incorporating ‘reputation’ into the place brand equity construct at a country level, we provide a theoretical multidimensional framework for CBE. Seventeen interviews with international researchers were undertaken for theory building. A seven-dimensional CBE framework was developed according to the interpretations of two constructs - country brand reputation (‘share of experience’) and country brand image (‘share of mind’) - along with country brand associations, country brand awareness, country brand loyalty, country brand perceived quality, and channel relationships. We conclude by outlining potential further research avenues and implications for managerial practice. These contributions may guide policymakers, government officials, executives, and scholars in maximizing the value of a place brand (e.g., country, region, or city) by focusing on ‘reputation’ as an added (qualitative and/or quantitative) construct. This study may also inspire insights into joint efforts of public and private strategies and actions on economic performance, consumer welfare, and business decisions for national prosperity
Disciplinas: Administración y contaduría
Palabras clave: Historia y teorías de la administración y la contaduría,
Marca país,
Imagen,
Reputación
Keyword: History and theory of management and accounting,
Country brand,
Image,
Reputation
Texto completo: https://biblat.unam.mx/hevila/BARBrazilianadministrationreview/2020/vol17/no3/1.pdf Texto completo (Ver HTML) Texto completo (Ver PDF)