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dc.contributor.authorHynes, Niki
dc.contributor.authorCaemmerer, B.
dc.contributor.authorMartin, E.
dc.contributor.authorMasters, E.
dc.date.accessioned2017-01-30T15:26:03Z
dc.date.available2017-01-30T15:26:03Z
dc.date.created2014-02-20T20:00:33Z
dc.date.issued2014
dc.identifier.citationHynes, Niki and Caemmerer, Barbara and Martin, Emeline and Masters, Eliot. 2014. Use, abuse or contribute! A framework for classifying how companies engage with country image. International Marketing Review. 31 (1): pp. 79-97.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/46253
dc.identifier.doi10.1108/IMR-12-2012-0206
dc.description.abstract

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 dimensions and those of the company and how company values and actions could act to either use, abuse and detract from an established CI. Design/methodology/approach – A two-part methodology was adopted. Two countries with strong positive CIs were chosen for comparison purposes. Content analysis of web sites, together with interviews with company representatives, were undertaken. Findings – The use of the CI/country-of-origin framework is extended from an extrinsic “made in” cue for consumers, to being part of the value offering of a particular product or service from an organisational perspective is extended. Evidence is structured into a framework of companies which use and/or contribute to the CI. Research limitations/implications – The two chosen countries both have positive CIs: future research should examine this relationship in countries with different images. The sample size is relatively small and future research should determine the generalisability of the proposed typology. Practical implications – Generating, communicating and maintaining a CI requires co-ordinated efforts from policy makers but needs to be built on solid foundations of reality: companies using CIs should be cognisant of the alignment between their actions, messages and the CI. Originality/value – This study extends prior work by examining the relationship between CI, company strategy, products and services offered and the manner in which companies actions can affect CI.

dc.publisherMCB University Press
dc.subjectCommunications
dc.subjectMarketing
dc.subjectCorporate strategy
dc.subjectCountry image
dc.subjectNew Zealand
dc.subjectSwitzerland
dc.titleUse, abuse or contribute! A framework for classifying how companies engage with country image
dc.typeJournal Article
dcterms.source.volume31
dcterms.source.number1
dcterms.source.startPage79
dcterms.source.endPage97
dcterms.source.issn02651335
dcterms.source.titleInternational Marketing Review
curtin.department
curtin.accessStatusFulltext not available


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