Alexander Buhmann develops a new model for measuring the constitution and effects of country images by combining well-established concepts from national identit

Country image and related constructs, such as country reputation, brand, and identity, have been subjects of debate in fields such as marketing, psychology, soc

Inhaltsangabe:Abstract: Consumers have significantly different country images or general perceptions about products made in different countries. Consumers use c

This is the first-ever book about product and country images. It discusses the nature and role and influence of product-country images in international marketin