National Image and Competitive Advantage: The Theory and Practice of Country-Of-Origin Effect

Nebenzahl, Israel D., Jaffe, Eugene D.

ISBN 10: 8763000318 / ISBN 13: 9788763000314

Published by Copenhagen Business School Press, 2001

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Bibliographic Details

• Title: National Image and Competitive Advantage: The Theory and Practice of Country-Of-Origin Effect
• Publisher: Copenhagen Business School Press
• Publication Date: 2001
• Language: English
• ISBN 10: 8763000318
• ISBN 13: 9788763000314
• Binding: Hardcover
• Condition: Acceptable

About this title

Synopsis

This book features in-depth analyses of interactions between brand, country and product images; real-life examples of country branding; and guidelines for managerial action, making it an invaluable resource for students of International Marketing, International Business and Consumer Behavior as well as for international marketing managers, industry leaders and government officials.

Subjects covered include: Consumers' perception of countries as sources for brands and products; how to utilize country image by the firm; how to manage national promotion campaigns of country image; country of origin labeling requirements; the use of the made-in label as a trade barrier; and the future role of brand and country images in the age of eCommerce.

About the Author

Eugene D. Jaffe is Professor and Israel D. Nebenzahl is Associate Professor, both at the Graduate School of Business Administration, Bar-Ilan University, Israel.