Country Brand Equity: The Role of Image and Reputation

Q3 Business, Management and Accounting

BAR - Brazilian Administration Review Pub Date : 2020-01-01 DOI:10.1590/1807-7692bar2020180128

F. Mariutti, Janaina de Moura Engracia Giraldi

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引用次数: 8

Abstract

Country brand equity (CBE) is expanding in theory and in practice; however, little has been published on its conceptualization. By incorporating ‘reputation’ into the place brand equity construct at a country level, we provide a theoretical multidimensional framework for CBE. Seventeen interviews with international researchers were undertaken for theory building. A seven-dimensional CBE framework was developed according to the interpretations of two constructs — country brand reputation (‘share of experience’) and country brand image (‘share of mind’) — along with country brand associations, country brand awareness, country brand loyalty, country brand perceived quality, and channel relationships. We conclude by outlining potential further research avenues and implications for managerial practice. These contributions may guide policymakers, government officials, executives, and scholars in maximizing the value of a place brand (e.g., country, region, or city) by focusing on ‘reputation’ as an added (qualitative and/or quantitative) construct. This study may also inspire insights into joint efforts of public and private strategies and actions on economic performance, consumer welfare, and business decisions for national prosperity.

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乡村品牌资产:形象和声誉的作用

乡村品牌资产在理论和实践上都在不断拓展;然而，很少有关于其概念化的出版物。通过将“声誉”纳入国家层面的地方品牌资产结构，我们为CBE提供了一个理论多维框架。为了建立理论，对国际研究人员进行了17次访谈。根据对两个构念的解释——国家品牌声誉(“经验份额”)和国家品牌形象(“思想份额”)——以及国家品牌联想、国家品牌意识、国家品牌忠诚度、国家品牌感知质量和渠道关系，开发了一个七维CBE框架。最后，我们概述了潜在的进一步研究途径和对管理实践的影响。这些贡献可以指导政策制定者、政府官员、高管和学者通过将“声誉”作为一个附加的(定性和/或定量的)结构来最大化地方品牌(如国家、地区或城市)的价值。这项研究还可能启发人们对公共和私人战略和行动的共同努力的见解，这些战略和行动涉及经济绩效、消费者福利和国家繁荣的商业决策。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

BAR - Brazilian Administration Review Business, Management and Accounting-Strategy and Management

CiteScore

1.80

自引率

0.00%

发文量

审稿时长

16 weeks

期刊介绍： Launched in 2004, BAR has an international scope in terms of topics of interest, target audience, and editorial boards. It is an A2-journal according to the Brazilian classification Qualis/Capes, which is thus a strong signal about the quality of published works and about the transparency of the editorial process. BAR follows the editorial principles available in document Best Practices of Scientific Publication, an initiative championed by the Brazilian Academy of Management (ANPAD) that seeks to assist journals to achieve high scholarly standards and enhance their impact as sources for theoretical and applied research. Furthermore, since 2013, BAR is a member of COPE (Committee on Publication Ethics), what is another signal of efforts made towards adhering to the most rigorous ethical principles in academic publication.