Treating the Nation as a Brand: Some Neglected Issues
After discussing the concepts of nation and image, this article considers (1) the extent to which the notion of a brand is applicable to a nation, (2) the mechanisms by which a nation’s image influences attitudes toward its products, (3) the choice processes in which country of origin is most likely...
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| Veröffentlicht in: | Journal of macromarketing 2000-06, Vol.20 (1), p.56-64 |
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| container_end_page | 64 |
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| container_title | Journal of macromarketing |
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| creator | O’Shaughnessy, John O’Shaughnessy, Nicholas Jackson |
| description | After discussing the concepts of nation and image, this article considers (1) the extent to which the notion of a brand is applicable to a nation, (2) the mechanisms by which a nation’s image influences attitudes toward its products, (3) the choice processes in which country of origin is most likely to play a significant role, and (4) the extent to which the image of a nation can be manipulated. One conclusion is that the reputational capital of a nation with respect to a product category will influence choice more than a nation’s overall attractiveness, though fragments of a nation’s imagery may nonetheless be successfully exploited. |
| doi_str_mv | 10.1177/0276146700201006 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0276-1467 |
| ispartof | Journal of macromarketing, 2000-06, Vol.20 (1), p.56-64 |
| issn | 0276-1467 1552-6534 |
| language | eng |
| recordid | cdi_proquest_journals_215870019 |
| source | SAGE Complete |
| subjects | Automobiles Brand image Brands Brochures International markets Marketing Product recalls Psychologists Reputations Rule of origin Stereotypes Studies |
| title | Treating the Nation as a Brand: Some Neglected Issues |
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