National image & competitive advantage : the theory and practice of place branding / Eugene D. Jaffe & Israel D. Nebenzahl.

Format:

Book

Author/Creator:

Jaffe, Eugene D.

Contributor:

Nebenzahl, Israel D.

Language:

English

Subjects (All):

Comparative advantage (International trade).

National characteristics.

Physical Description:

1 online resource (238 p.)

Edition:

2nd ed. = 1. ed.

Other Title:

National image and competitive advantage

Place of Publication:

Herndon, VA : Copenhagen Business School Press, 2006.

Language Note:

English

Summary:

Many new studies have emerged since the first edition was published, and they are integrated in the new edition. The second edition is still aimed at three audiences: students of international marketing and business courses as a supplement to global product and advertising strategy; to international marketing managers; and to those industry and government officials who must deal with the problems of creating and maintaining a country's national image.

Contents:

National Image &amp

Competitive Advantage

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

Country Image Taxonomy

Measuring Country Image Dimensions

Multiple Independent Image Items and Dimensions

Multi-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

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 Value.

Acquisition 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

4 It's All in the Eyes of the Consumer

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 Image

Country 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 ΠDo Consumers Care?

Evidence for the Impact of Country Image on Purchase Behavior

5 Managing Country of Origin Effects by the Firm

Managing CI by the Firm

Production Sourcing

Hybrid Products

Decomposing Country of Origin

Strategic Implications of a Decomposed Country of Origin

Alternative Marketing Entry Strategies

Strong Country Image - Strong Brand Image

Weak Country Image - Strong Brand Image

Strong Country Image - Weak Brand Image

Weak Country Image - Weak Brand Image

Product-Country Matches and Mismatches

Product-Country Matches ΠEmpirical Evidence

Place Branding - Made in Europe

The National Image International Life Cycle

Conclusion.

6 Managing Country of Origin Effects by Industry and Government

Place Branding

Developing a National Brand

Umbrella Branding

Case Examples of Country Branding

United Kingdom

Scotland

Germany

New Zealand

Brand USA

Emerging Countries: Latvia and Slovenia

Regional Branding

The Difference between Place and Product Branding

The Case of the Øresund Region

Branding Municipalities

Case Study - Branding Aalborg, Denmark

Branding Aalborg - the History and the Process So Far

Buy National Campaigns

Australia

USA/Canada

Russia

The Evolution of the Japanese Country Image since WWII

Improving CI by Attracting Leading Brands - The Israeli Experience

7 Legal Aspects of Country Image

Made-In Labels - What Do They Mean?

Country of Origin Labeling Requirements

Tests for Substantial Transformation

Name, Character, and Use Test

Essence Test

Value-Added Test

Article of Commerce Test

Country Marking Criteria

Country of Origin Marking

Marking in the USA

Misleading or Deceiving Labeling

The Marking Rules of NAFTA

The World Trade Organization (WTO Standards)

European Union

Epilogue

E-Commerce

An Additional Research Agenda

Appendix

Bibliography

Index.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references (p. [207]-234) and index.

ISBN:

87-630-9976-4

OCLC:

774280276