IDEAS home Printed from https://ideas.repec.org/h/pkk/sfyr08/65-80.html
   My bibliography  Save this book chapter

Reconsidering the measurement of country image - theory and practice

In: FIKUSZ 2008 Business Sciences - Symposium for Young Researchers: Proceedings

Author

Listed:
  • Barbara Jenes

    (Corvinus University of Budapest, Marketing and Media Institute)

Abstract

The concept of country image has been under constant attention of academic research in marketing, however the focus has been aimed much more at investigating country of origin image than country image. Researchers agree that a strong theoretical background to country image would be necessary and proper measurement instruments should be developed, as this field of study is not as well developed as the country of origin image studies. Recent publications look to a new approach and consider country image related to country branding and use the concept of “country value” in a similar way to “brand value”. The country brand images are very complex and multidimensional, they consist of more dimensions than classical consumer brands. In the same way as brands are measurable, the country image can be measured as well. The main aim of our research is to construct a new, alternative measurement for country image, examining the answers to open-ended questions and testing previously developed scales for this purpose and brand image scales simultaneously. In order to develop our new multidimensional country image scale we reviewed relevant literature from both marketing and non-marketing fields, analysed previously developed scales by identifying their strengths and weaknesses. As a result of this process we choose three different measurements and carried out field research among 400 Hungarian university students to test these instruments simultaneously. In this study we present our findings and the results of the open-ended questions and one of the applied scales. Our aim is to identify the cognitive and affective dimensions of country image, to test the reliability and variability of the measurements, and to provide applications for marketing, tourism and public policy strategies.

Suggested Citation

  • Barbara Jenes, 2008. "Reconsidering the measurement of country image - theory and practice," Proceedings Papers of Business Sciences: Symposium for Young Researchers (FIKUSZ) 2008, in: László Áron Kóczy (ed.),FIKUSZ 2008 Business Sciences - Symposium for Young Researchers: Proceedings, pages 65-80, Óbuda University, Keleti Faculty of Business and Management.
  • Handle: RePEc:pkk:sfyr08:65-80
    as

    Download full text from publisher

    File URL: http://kgk.uni-obuda.hu/sites/default/files/JenesB.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yu, Julie H. & Albaum, Gerald, 2002. "Sovereignty change influences on consumer ethnocentrism and product preferences: Hong Kong revisited one year later," Journal of Business Research, Elsevier, vol. 55(11), pages 891-899, November.
    2. Un-Kon Lee, 2021. "The Effect of Confirmation of Nation Brand Image in International Tourism Advertisement on Travel Intention of Foreign Tourists: The Case of Korean ITA for Chinese Tourists," SAGE Open, , vol. 11(1), pages 21582440209, January.
    3. Valentina Daniela N. CONSTANTIN & Roxana-Denisa G. STOENESCU, 2014. "The Impact Of Origin On Creating A Cult Brand: The Case Of Apple," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 3, pages 123-134, April.
    4. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    5. Schnettler, Berta & Sánchez, Mercedes & Orellana, Ligia & Sepúlveda, José, 2013. "Country of origin and ethnocentrism: a review from the perspective of food consumption," Economia Agraria y Recursos Naturales, Spanish Association of Agricultural Economists, vol. 17.
    6. Saeed Samiee & Constantine S. Katsikeas & G. Tomas M. Hult, 2021. "The overarching role of international marketing: Relevance and centrality in research and practice," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1429-1444, October.
    7. Cuffaro, Nadia & Di Giacinto, Marina, 2015. "Credence goods, consumers’ trust in regulation and high quality exports," Bio-based and Applied Economics Journal, Italian Association of Agricultural and Applied Economics (AIEAA), vol. 4(2), pages 1-19, August.
    8. Martin, Drew & Palakshappa, Nitha & Woodside, Arch, 2019. "Consumer metaphoria: Uncovering the automaticity of animal, product/brand, and country meanings," Australasian marketing journal, Elsevier, vol. 27(2), pages 113-125.
    9. Simon Fauser & David Agola, 2021. "The influence of regional Italian images on consumer behaviour: a study of consumers in Germany," Italian Journal of Marketing, Springer, vol. 2021(1), pages 129-158, June.
    10. Cristina Elena ALBU, 2016. "Tourism And Terrorism: A Worldwide Perspective," CES Working Papers, Centre for European Studies, Alexandru Ioan Cuza University, vol. 8(1), pages 1-19, March.
    11. Aby Abraham & Sanjay Patro, 2014. "‘Country-of-Origin’ Effect and Consumer Decision-making," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 39(3), pages 309-318, August.
    12. Gabriella Schoier & Giovanna Pegan & Stefano Fadini, 2022. "An analysis on consumer perception," RIEDS - Rivista Italiana di Economia, Demografia e Statistica - The Italian Journal of Economic, Demographic and Statistical Studies, SIEDS Societa' Italiana di Economia Demografia e Statistica, vol. 76(1), pages 34-44, January-M.
    13. Marija Čutura & Katerina Malić Bandur, 2016. "Importance of the Country of Origin from the Consumers’ Perspective in the Research Context of Bosnia and Herzegovina," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 28(1), pages 63-78.
    14. Leonidas Hatzithomas & Christina Boutsouki & Fotini Theodorakioglou & Evanthia Papadopoulou, 2021. "The Link between Sustainable Destination Image, Brand Globalness and Consumers’ Purchase Intention: A Moderated Mediation Model," Sustainability, MDPI, vol. 13(17), pages 1-16, August.
    15. Spielmann, Nathalie, 2016. "Is it all or nothing? Testing schema congruity and typicality for products with country origin," Journal of Business Research, Elsevier, vol. 69(3), pages 1130-1137.
    16. Douglas Bryson & Glyn Atwal & Peter Hultén & Klaus Heine, 2021. "Antecedents of Luxury Brand Hate : A Quantitative Study," Post-Print hal-03188197, HAL.
    17. Malhotra, Gunjan & Ramalingam, Mahesh, 2022. "Does impact of campaign and consumer guilt help in exploring the role of national identity and purchase decisions of consumers?," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    18. María del Mar Serrano-Arcos & Raquel Sánchez-Fernández & Juan Carlos Pérez-Mesa, 2021. "Analysis of Product-Country Image from Consumer’s Perspective: The Impact of Subjective Knowledge, Perceived Risk and Media Influence," Sustainability, MDPI, vol. 13(4), pages 1-25, February.
    19. Alessandra De Chiara, 2020. "Sustainable Business Model Innovation vs. “Made in” for International Performance of Italian Food Companies," Agriculture, MDPI, vol. 11(1), pages 1-17, December.
    20. Ana Maria Parente Laverde, 2014. "Country of origin effect: the case of colombian automobile consumers," Revista Ciencias Estratégicas, Universidad Pontificia Bolivariana, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pkk:sfyr08:65-80. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Alexandra Vécsey (email available below). General contact details of provider: https://edirc.repec.org/data/gkbmfhu.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.