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

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  • Kilduff, Kerry
  • Núñez Tabales, Julia M.

Abstract

[EN] Country Branding -a relatively new type of marketing and public diplomacy- is a developing field and a tool that governments use to promote their goods and services and to enhance awareness about their country, promote tourism, increase trade and attract foreign direct investment (FDI) and talent. A Country Brand is more than a sum of its products. The purpose of this literature review is to investigate the key components of international and intercultural transactions and to focus on how these influence the Nation Brand. In the global marketplace, where products and services from different countries are competing for market share, it is important to understand how a product s place of origin contributes its overall image, and how consumers relate to the foreign product. By identifying the consumer it is possible to gain an understanding of the cultural influences that determine the consumers relation to the product, service, or Nation Brand. Likewise, this paper relates previous studies in the fields of country-of-origin (COO) and consumer studies as influential factors the evolution of Country Branding. By gaining a clear idea of the relationship between these three fields COO, consumer and Country Branding-, scholars and professionals can assess the influence that a product s country-of-origin has on its audience, and create country brands that effectively define the product and reach target consumers.

Suggested Citation

  • Kilduff, Kerry & Núñez Tabales, Julia M., 2016. "Country Branding and its effect on the consumer in the global market," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    • Handle: RePEc:ehu:cuader:19562
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    File URL: https://addi.ehu.es/handle/10810/19562
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    References listed on IDEAS

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    1. Martin S Roth & Jean B Romeo, 1992. "Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 23(3), pages 477-497, September.
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    3. Saeed Samiee & Terence A Shimp & Subhash Sharma, 2005. "Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 36(4), pages 379-397, July.
    4. Leila Hamzaoui & Dwight Merunka, 2006. "The impact of country of design and country of manufacture on consumer perceptions of bi‐national products' quality: an empirical model based on the concept of fit," Post-Print hal-01822293, HAL.
    5. Roth, Katharina P. & Diamantopoulos, Adamantios, 2009. "Advancing the country image construct," Journal of Business Research, Elsevier, vol. 62(7), pages 726-740, July.
    6. Jill Gabrielle Klein, 2002. "Us Versus Them, or Us Versus Everyone? Delineating Consumer Aversion to Foreign Goods," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 33(2), pages 345-363, June.
    7. Warren J Bilkey & Erik Nes, 1982. "Country-of-Origin Effects on Product Evaluations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 13(1), pages 89-100, March.
    8. K. Roth & A. Diamantopoulos, 2009. "Advancing the country image construct," Post-Print hal-00787417, HAL.
    9. Ravi Pappu & Pascale G Quester & Ray W Cooksey, 2007. "Country image and consumer-based brand equity: relationships and implications for international marketing," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(5), pages 726-745, September.
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    1. Ruxandra-Irina POPESCU & Laura MINA-RAIU & Ovidiu-Iulian BUNEA, 2018. "Study On The Perception Of Young People Regarding The Importance Of Romanian Historical Cities In Promoting The Country Brand," Proceedings of Administration and Public Management International Conference, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 14(1), pages 155-164, October.

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