Struktura wizerunku kraju i jej pomiar
The Structure and Measurement of Country Image

Summary/Abstract: The major aim of the two-stage qualitative and quantitative study is to determine the dimensions of country image perception, based on 100 one-hour interviews with respondents aged between 17 and 63, during which 25,447 free associations were collected, pertaining to 47 countries. Through categorisation and generalisation of the associations, a list of 258 statements was compiled and used in a quantitative study of the perception of 40 countries, with 276 participants aged between 16 and 70. Principal component analysis isolated 8 dimensions of country image: Development and the Prosperity Level, Hospitality, Internal Stability and Democracy, Political and Historical Significance, Islamic Fundamentalism, Exoticism, and Dark Skin. These dimensions explain a considerable percentage of the variance in attitudes towards particular countries. The product of the research is a 38-item scale for the measurement of country image. The findings are compared with those from other countries and future prospects are presented for culture-level analysis.

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