Country Reputation: The Case of Brazil in the United Kingdom
Four Stakeholders' Perspectives on Brazil's Brand Image
(Sprache: Englisch)
"Existing research in international business discreetly recognizes the presence of theoretical convergences regarding the image of a country (e.g. country-of-origin, country branding, nation branding) and the reputation of a country. Yet, no theory on...
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"Existing research in international business discreetly recognizes the presence of theoretical convergences regarding the image of a country (e.g. country-of-origin, country branding, nation branding) and the reputation of a country. Yet, no theory on country reputation is robust in literature. Based on this setting, the core theories employed in this cross-disciplinary study are drawn from reputation principles, also rooted in country-of-origin theory and aligned to nation branding while supported by country branding strategies (including marketing, communication and public relations). The need for these theoretical significant linkages supports filling a gap in applied social sciences knowledge with regard to the management of the reputation of a country". Fundação CAPES, Ministry of Education - Brazil, has funded this research.
Bibliographische Angaben
- Autor: Fabiana Gondim Mariutti
- 2017, 60 Seiten, Maße: 22 cm, Kartoniert (TB), Englisch
- Verlag: LAP Lambert Academic Publishing
- ISBN-10: 3330323205
- ISBN-13: 9783330323209
Sprache:
Englisch
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