National image & competitive advantage : the theory and practice of place branding
Annotation
Saved in:
| Online Access: |
Full text (MCPHS users only) |
|---|---|
| Main Author: | |
| Other Authors: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Copenhagen :
Copenhagen Business School Press,
2006
|
| Edition: | 2. ed. |
| Subjects: | |
| Local Note: | ProQuest Ebook Central |
Table of Contents:
- National Image & Competitive Advantage; Table of Contents; Preface to the Second Edition; Acknowledgments; 1 Introduction: Image, Images and Imagination; Introduction; What Do We Mean by Product, Brand and Country Image?; Learning Processes; Categorization, Abstraction and Generalization; Symbols; Generalization versus Discrimination; Brand and Country Image Compositioning; Misconceptions of Country Image; What Lies Ahead; 2 The Theory of Country Brand and Product Images; Introduction; Country Image Taxonomy; Measuring Country Image Dimensions.
- Multiple Independent Image Items and DimensionsMulti-Item Image Scale; Statistically Derived Multi-Item Image Dimensions; Consumer-Sourced and Statistically Derived Multi-Item Image Dimensions; The Need for a Theory of Country, Brand and Product Images; A Framework for Theory Development; Theory-Based Approaches to CIE; Country Image Effect: A Combined Halo and Summary Construct; The Effect of Familiarity on the Salience of the Country Image Cue; An Integrative Dynamic Model of Country, Brand and Product Images; The Effects of the Made-In Country (MC); The Effect of Brand Name.
- The Effect of the Perceived Country of Origin (OC)The Effect of Extrinsic Cues on Product Evaluations; Comparative Evaluation and Purchase Decisions; The Interaction among Determinants of Product Image; Dynamic Aspects of the CIE; Conclusion; 3 Monetizing Brand and Country Image; Introduction; Brand Image, Brand Equity and Brand Value
- From Consumer Perceptions to Measurable Values; Country Image, Country Equity and Country Value; Estimating Relative Customer-Based Brand Value; Brand Image and Brand Value; Estimating Relative Country Image Value; Long-Term Valuation of Customers.
- The Value of a Brand' s Customer Base and Brand ValueAcquisition of New Customers; Implications for Brand Image and Brand Value; Implications of the Contribution of Country Image to Brand Value; Estimating Brand Value by Means of Firm-Based Financial Data; Extracting Brand Value from Share Prices and the Firm's Financial Data; Implications to the Measurement of Country Value; Conclusion; 4 It's All in the Eyes of the Consumer; Introduction; What Do We Know About National Images in the Eyes of Consumers?; Consumers' Place of Residence (HC) Effect on Perceived National Images.
- Constructs of Country ImageCountry Image Varies by Product Line; Country Image and Purchase Intentions; Can Consumers be Segmented by their Attitudes?; Consumer Ethnocentrism and Patriotism; Patriots; Traitors; Identifying Patriots, Cosmopolitans and Traitors; Mexican Patriots versus Malinchismas (Traitors); Hostiles and Friends: The Animosity-Affinity Model of the Purchase of Products from Certain Countries; A Two-Dimensional Consumer Segmentation Model; Travel and Country Image of Visited Countries; From Attitudes to Behavior; Country of Origin Labeling
- Do Consumers Care?
