Are we talking the Same Language? Challenging Complexity in Country Brand Models
Abstract
The purpose of this paper is to review recent research into country brand models and identify the most common and shared dimensions. Based on the literature review, this study establishes a conceptual framework to consider the complex interaction between the core constructs of country branding, country brand models and country image. This paper attempts to show that there is no acceptable, concrete and universally theoretical-recognised...
Paper Details
Title
Are we talking the Same Language? Challenging Complexity in Country Brand Models
Published Date
Dec 31, 2014
Volume
1
Issue
1
Pages
49 - 61
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