External construed country image ‒ the essence and the possibilities related to measurement of its conformity with internal country image
External construed country image ‒ the essence and the possibilities related to measurement of its conformity with internal country image

Summary/Abstract: The paper aims to determine the essence of construed external country image and the possibilities related to measurement of its conformity with internal country image. The basis for the performance of this purpose is literature studies and a qualitative online survey. The issue of construed external image, although present in the literature in relation to organizations, was not touched upon in the case of country image research. The author analyses the possibilities related to measurement of external construed country image, focusing on the conformity of this image with the internal country image. Research on determining the causes of partial or total unconformity of these dimensions of country image is of cognitive importance and indicates the direction of communication activities aimed at improving country image, as well as sense of national identity

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