National image & competitive advantage : the theory and practice of place branding

Annotation

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Jaffe, Eugene D.
Otros Autores: Nebenzahl, Israel D.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Copenhagen : Copenhagen Business School Press, 2006
Edición:2. ed.
Temas:
Place marketing.
Competitive advantage (International trade)
National characteristics.
Consumers' preferences.
Marks of origin.
Caractéristiques nationales.
Consommateurs > Préférences.
Consumers' preferences
Marks of origin
National characteristics
Place marketing
Acceso en línea:Texto completo
Tabla de Contenidos:
  • National Image & Competitive Advantage; Table of Contents; Preface to the Second Edition; Acknowledgments; 1 Introduction: Image, Images and Imagination; Introduction; What Do We Mean by Product, Brand and Country Image?; Learning Processes; Categorization, Abstraction and Generalization; Symbols; Generalization versus Discrimination; Brand and Country Image Compositioning; Misconceptions of Country Image; What Lies Ahead; 2 The Theory of Country Brand and Product Images; Introduction; Country Image Taxonomy; Measuring Country Image Dimensions.
  • Multiple Independent Image Items and DimensionsMulti-Item Image Scale; Statistically Derived Multi-Item Image Dimensions; Consumer-Sourced and Statistically Derived Multi-Item Image Dimensions; The Need for a Theory of Country, Brand and Product Images; A Framework for Theory Development; Theory-Based Approaches to CIE; Country Image Effect: A Combined Halo and Summary Construct; The Effect of Familiarity on the Salience of the Country Image Cue; An Integrative Dynamic Model of Country, Brand and Product Images; The Effects of the Made-In Country (MC); The Effect of Brand Name.
  • The Effect of the Perceived Country of Origin (OC)The Effect of Extrinsic Cues on Product Evaluations; Comparative Evaluation and Purchase Decisions; The Interaction among Determinants of Product Image; Dynamic Aspects of the CIE; Conclusion; 3 Monetizing Brand and Country Image; Introduction; Brand Image, Brand Equity and Brand Value
  • From Consumer Perceptions to Measurable Values; Country Image, Country Equity and Country Value; Estimating Relative Customer-Based Brand Value; Brand Image and Brand Value; Estimating Relative Country Image Value; Long-Term Valuation of Customers.
  • The Value of a Brand' s Customer Base and Brand ValueAcquisition of New Customers; Implications for Brand Image and Brand Value; Implications of the Contribution of Country Image to Brand Value; Estimating Brand Value by Means of Firm-Based Financial Data; Extracting Brand Value from Share Prices and the Firm's Financial Data; Implications to the Measurement of Country Value; Conclusion; 4 It's All in the Eyes of the Consumer; Introduction; What Do We Know About National Images in the Eyes of Consumers?; Consumers' Place of Residence (HC) Effect on Perceived National Images.
  • Constructs of Country ImageCountry Image Varies by Product Line; Country Image and Purchase Intentions; Can Consumers be Segmented by their Attitudes?; Consumer Ethnocentrism and Patriotism; Patriots; Traitors; Identifying Patriots, Cosmopolitans and Traitors; Mexican Patriots versus Malinchismas (Traitors); Hostiles and Friends: The Animosity-Affinity Model of the Purchase of Products from Certain Countries; A Two-Dimensional Consumer Segmentation Model; Travel and Country Image of Visited Countries; From Attitudes to Behavior; Country of Origin Labeling
  • Do Consumers Care?

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