Use, abuse or contribute! A framework for classifying how companies engage with country image

Use, abuse or contribute! A framework for classifying how companies engage with country image

Purpose – The purpose of this paper is to examine the use of a positive country image (CI) by companies. First, it examines how organisations embed dimensions of a positive country image into their external marketing communications. Second, it examines the alignment between the countries’ image dime...

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Bibliographic Details
Main Authors: Hynes, Niki, Caemmerer, B., Martin, E., Masters, E.
Format: Journal Article
Published: MCB University Press 2014
Subjects:
Communications
Marketing
Corporate strategy
Country image
New Zealand
Switzerland
Online Access:http://hdl.handle.net/20.500.11937/46253

Internet

http://hdl.handle.net/20.500.11937/46253

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