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...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
MCB University Press
2014
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/46253 |
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