Journal
CORPORATE REPUTATION REVIEW
Volume 13, Issue 1, Pages 52-62Publisher
PALGRAVE MACMILLAN LTD
DOI: 10.1057/crr.2010.1
Keywords
country reputation; country-of-origin effect; international marketing communication strategies; overall corporate reputations of a country
Categories
Ask authors/readers for more resources
The purpose of this study is to compare effects of country reputation and the overall corporate reputations of a country on international consumers' product attitudes and purchase intentions. The country-of-origin effect can be linked not only to country reputation but also to the overall corporate reputations of a country. Using a general public survey of American citizens, this study attempted to examine the relations between the American public's opinions of South Korea, South Korean corporations and South Korean products. Key findings and implications for communication strategies in international marketing are discussed.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available