Building country image through corporate image: exploring the factors that influence the image transfer

Gotsi, Manto, Lopez, Carmen and Andriopoulos, Constantine 2011. Building country image through corporate image: exploring the factors that influence the image transfer. Journal of Strategic Marketing 19 (3) , pp. 255-272. 10.1080/0965254X.2011.581387

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Abstract

Place branding scholars and practitioners increasingly highlight the influence that corporate image can exert on country image. Yet, there is remarkably little academic research on this image transfer. In this qualitative study, we identify factors that influence the transfer of associations from corporate images to country images through 13 in-depth interviews with place branding experts. Findings reveal six consumer-related (awareness of the corporate brand's country of origin; power of the corporate image; strength of the corporate brand–country association; brand image fit; brand image misfit; strength of industry–country association) and four company-related (extent to which the company plays up or down its country of origin; the company's international and market visibility; number of corporate brands operating in the market) factors that influence this image transfer. Our contribution to the place branding literature is 10 research propositions on the influence that these factors pose in the transfer of associations from corporate brands to countries. We provide country branding managers with guidelines in selecting corporate brands for country branding campaigns and discuss suggestions for future research.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HG Finance
Uncontrolled Keywords:	country image; corporate image; image transfer; place branding
Publisher:	Routledge
ISSN:	0965-254X
Last Modified:	05 Feb 2020 21:16
URI:	https://orca.cardiff.ac.uk/id/eprint/19943

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