Country Branding: Conceptualization and Review
Country Branding: Conceptualization and Review

Summary/Abstract: Although several aspects of brands which may affect consumer purchasing behavior have been studied during the last decades, the concept of country branding and its particularities in comparison to classical product branding have not received the appropriate attention yet. In a comparative and analytical manner, this paper tries to review the concept of country branding, its origins and various interpretations, and the existent methods internationally used in order to assess country brands

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