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Country image and related constructs, such as country reputation,
brand, and identity, have been subjects of debate in fields such as
marketing, psychology, sociology, communication, and political
science. This volume provides an overview of current scholarship,
places related research interests across disciplines in a common
context, and illustrates connections among the constructs.
Discussing how different scholarly perspectives can be applied to
answer a broad range of related research questions, this volume
aims to contribute to the emergence of a more theoretical, open,
and interdisciplinary study of country image, reputation, brand,
and identity.
Alexander Buhmann develops a new model for measuring the
constitution and effects of country images by combining
well-established concepts from national identity theory and
attitude theory with a recent model from reputation management. The
model is operationalized and tested in two surveys. Results show
how different cognitive and affective dimensions of the country
image affect each other and ultimately lead to the facilitation of
behavioral intentions. The book introduces a theory-grounded
approach to clarify the dimensionality of the country image. It is
the first to operationalize and test the dimensions of the country
image by combining formative and reflective measures in a
mixed-specified model.
Country image and related constructs, such as country reputation,
brand, and identity, have been subjects of debate in fields such as
marketing, psychology, sociology, communication, and political
science. This volume provides an overview of current scholarship,
places related research interests across disciplines in a common
context, and illustrates connections among the constructs.
Discussing how different scholarly perspectives can be applied to
answer a broad range of related research questions, this volume
aims to contribute to the emergence of a more theoretical, open,
and interdisciplinary study of country image, reputation, brand,
and identity.
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