Abstract
This paper surveys and reviews the voluminous research on product-country images and their effects, with the objectives of discussing the multi-faceted nature of country equity and its importance, and identifying knowledge gaps and misconceptions that often impede the development of successful business or national strategies based on effective country branding. The paper concludes that country-based marketing is often underused or misdirected due to inadequate understanding of the meaning of 'country branding', and suggests approaches for strategy development as well as pointing to knowledge gaps that call for additional research.
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1Dr Papadopoulos is Professor of Marketing and International Business and Dr Heslop is Professor of Marketing, both at the Eric Sprott School of Business, Carleton University, in Ottawa, Canada. The authors specialise, respectively, on issues of international marketing strategy and consumer behaviour. Together they have been involved in research and have published extensively on the theme of this paper since the early 1980s, and are co-coordinators of the IKON Research Group which involves numerous academics and students in a variety of cross-national studies on product-country images.
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Papadopoulos, N., Heslop, L. Country equity and country branding: Problems and prospects. J Brand Manag 9, 294–314 (2002). https://doi.org/10.1057/palgrave.bm.2540079
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DOI: https://doi.org/10.1057/palgrave.bm.2540079