Verfügbarkeit: National image & competitive advantage

National image & competitive advantage: the theory and practice of place branding

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Bibliographische Detailangaben
Hauptverfasser:	Jaffe, Eugene D. (VerfasserIn), Nebenzahl, Israel D. (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Copenhagen Copenhagen Business School Press [u.a.] 2006
Ausgabe:	2. ed.
Schlagworte:	Herkunftsbezeichnung Image Marketing Verbraucherverhalten Produktimage Herkunftsland Wettbewerbsvorteil Messung
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	237 S. Ill., graph. Darst.
ISBN:	8763001721

Internformat

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Datensatz im Suchindex

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adam_text	Table of Contents Preface to the Second Edition ............................................. 9 Acknowledgments .......................................................................... 11 1. Introduction: Image, Images and Imagination ............ 13 Introduction ..................................................................................... 13 What Do We Mean by Product, Brand and Country Image! ......... 14 Learning Processes ......................................................................... 15 Categorization, Ä bs traction and Generalization ...................... 16 Symbols ...................................................................................... 19 Generalization versus Discrimination ...................................... 20 Brand and Country Image Compositioning .................................... 20 Misconceptions of Country Image .................................................. 22 What Lies Ahead ............................................................................. 24 2. The Theory of Country Brand and Product Images ............................................................... 27 Introduction ..................................................................................... 27 Country Image Taxonomy .............................................................. 28 Measuring Country Image Dimensions .......................................... 32 Multiple Independent Image Items and Dimensions ................. 32 Multi-Item Image Scale ............................................................. 33 Statistically Derived Multi-Item Image Dimensions ................. 33 Consumer-Sourced and Statistically Derived Multi-Item Image Dimensions ..................................................................... 33 The Need for a Theory of Country, Brand and Product Images .... 34 A Framework for Theory Development ......................................... 35 Theory-Based Approaches to CIE .................................................. 37 Country Image Effect: A Combined Halo and Summary Construct .............................. 38 The Effect of Familiarity on the Salience of the Country Image Cue ................................................................... 40 An Integrative Dynamic Model of Country, Brand and Product Images ................................................................................ 44 The Effects of the Made-ln Country (MC)................................ 49 The Effect of Brand Name ......................................................... 51 The Effect of the Perceived Country of Origin (OC) ................ 57 The Effect of Extrinsic Cues on Product Evaluations ............... 52 Comparative Evaluation and Purchase Decisions................... 52 The Interaction among Determinants of Product Image .......... 52 Dynamic Aspects of the CIE ...................................................... 53 Conclusion ...................................................................................... 56 3. Monetizing Brand and Country Image ......................... 59 Introduction ..................................................................................... 59 Brand Image, Brand Equity and Brand Value - From Consumer Perceptions to Measurable Values .................... 60 Country Image, Country Equity and Country Value ...................... 63 Estimating Relative Customer-Based Brand Value ........................ 64 Brand Image and Brand Value .................................................. 65 Estimating Relative Country Image Value ..................................... 66 Long-Term Valuation of Customers ............................................... 69 The Value of a Brand s Customer Base and Brand Value ........ 71 Acquisition of New Customers .................................................. 71 Implications for Brand Image and Brand Value ....................... 72 Implications of the Contribution of Country Image to Brand Value ............................................................................... 73 Estimating Brand Value by Means of Firm-Based Financial Data ................................................................................. 74 Extracting Brand Value from Share Prices and the Firm s Financial Data ................................................................................. 76 Implications to the Measurement of Country Value ....................... 77 Conclusion ...................................................................................... 77 4. It s All in the Eyes of the Consumer ............................. 79 Introduction ..................................................................................... 79 What Do We Know About National Images in the Eyes of Consumers? ........................................................................ 80 Consumers Place of Residence (HC) Effect on Perceived National Images ....................................................... 80 Constructs of Country Image .................................................... 83 Country Image Varies by Product Line .................................... 84 Country Image and Purchase Intentions ................................... 86 Can Consumers be Segmented by their Attitudes? ......................... 87 Consumer Ethnocentrism and Patriotism ................................. 87 Patriots ...................................................................................... 88 Traitors ...................................................................................... 91 Identifying Patriots, Cosmopolitans and Traitors .................... 91 Mexican Patriots versus Malinchismas (Traitors) .................... 93 Hostiles and Friends: The Animosity-Affinity Model of the Purchase of Products from Certain Countries .......................... 95 A Two-Dimensional Consumer Segmentation Model ............... 99 Travel and Country Image of Visited Countries ....................... 100 From Attitudes to Behavior ............................................................ 103 Country of Origin Labeling -Do Consumers Care ?................ 103 Evidence for the Impact of Country Image on Purchase Behavior .................................................................... 106 Conclusion ................................................................................. 108 5. Managing Country of Origin Effects by the Firm ....... Ill Introduction ..................................................................................... Ill Managing CI by the Firm ................................................................ Ill Production Sourcing ....................................................................... 112 Hybrid Products .............................................................................. 115 Decomposing Country of Origin ............................................... 116 Strategic Implications of a Decomposed Country of Origin .......... 120 Alternative Marketing Entry Strategies .......................................... 122 Strong Country Image - Strong Brand Image .......................... 123 Weak Country Image - Strong Brand Image ............................ 123 Strong Country Image - Weak Brand Image ............................. 126 Weak Country Image - Weak Brand Image .............................. 126 Product-Country Matches and Mismatches .................................... 128 Product-Country Matches ~ Empirical Evidence ..................... 130 Place Branding - Made in Europe .................................................. 133 The National Image International Life Cycle ................................. 133 Conclusion ...................................................................................... 135 6. Managing Country of Origin Effects by Industry and Government .............................................137 Introduction ..................................................................................... 137 Place Branding ................................................................................ 137 Developing a National Brand ......................................................... 138 Umbrella Branding ......................................................................... 141 Case Examples of Country Branding .............................................. 144 United Kingdom ........................................................................ 145 Scotland ..................................................................................... 148 Germany .................................................................................... 151 New Zealand. ............................................................................. 154 Brand USA ................................................................................. 157 Emerging Countries: Latvia and Slovenia ................................ 158 Regional Branding .......................................................................... 160 The Difference between Place and Product Branding .............. 162 The Case of the 0resund Region ............................................... 162 Branding Municipalities ................................................................. 166 Case Study - Branding Aalborg, Denmark ............................... 167 Buy National Campaigns ................................................................ 170 Australia .................................................................................... 170 USA/Canada .............................................................................. 171 New Zealand. ............................................................................. 172 Russia ........................................................................................ 173 The Evolution of the Japanese Country Image since WWII .......... 174 Improving CI by Attracting Leading Brands - The Israeli Experience ................................................................. 175 7. Legal Aspects of Country Image ...................................177 Made-In Labels - What Do They Mean? ....................................... 177 Country of Origin Labeling Requirements ................................ 178 Tests for Substantial Transformation ........................................ 182 Name, Character, and Use Test ...................................................... 184 Essence Test .................................................................................... 185 Value-Added Test ........................................................................... 186 Article of Commerce Test ............................................................... 187 Country Marking Criteria ............................................................... 188 Country of Origin Marking ............................................................. 191 Marking in the USA ................................................................... 191 Misleading or Deceiving Labeling ................................................. 193 The Marking Rules of NAFTA .................................................. 194 The World Trade Organization (WTO Standards) ................... 194 European Union ....................................................................... 195 Epilogue ...........................................................................197 E-Commerce ................................................................................... 198 An Additional Research Agenda .................................................... 200 Appendix .........................................................................203 Bibliography ....................................................................207 Index ................................................................................235
adam_txt	Table of Contents Preface to the Second Edition . 9 Acknowledgments . 11 1. Introduction: Image, Images and Imagination . 13 Introduction . 13 What Do We Mean by Product, Brand and Country Image! . 14 Learning Processes . 15 Categorization, Ä bs traction and Generalization . 16 Symbols . 19 Generalization versus Discrimination . 20 Brand and Country Image Compositioning . 20 Misconceptions of Country Image . 22 What Lies Ahead . 24 2. The Theory of Country Brand and Product Images . 27 Introduction . 27 Country Image Taxonomy . 28 Measuring Country Image Dimensions . 32 Multiple Independent Image Items and Dimensions . 32 Multi-Item Image Scale . 33 Statistically Derived Multi-Item Image Dimensions . 33 Consumer-Sourced and Statistically Derived Multi-Item Image Dimensions . 33 The Need for a Theory of Country, Brand and Product Images . 34 A Framework for Theory Development . 35 Theory-Based Approaches to CIE . 37 Country Image Effect: A Combined Halo and Summary Construct . 38 The Effect of Familiarity on the Salience of the Country Image Cue . 40 An Integrative Dynamic Model of Country, Brand and Product Images . 44 The Effects of the Made-ln Country (MC). 49 The Effect of Brand Name . 51 The Effect of the Perceived Country of Origin (OC) . 57 The Effect of Extrinsic Cues on Product Evaluations . 52 Comparative Evaluation and Purchase Decisions. 52 The Interaction among Determinants of Product Image . 52 Dynamic Aspects of the CIE . 53 Conclusion . 56 3. Monetizing Brand and Country Image . 59 Introduction . 59 Brand Image, Brand Equity and Brand Value - From Consumer Perceptions to Measurable Values . 60 Country Image, Country Equity and Country Value . 63 Estimating Relative Customer-Based Brand Value . 64 Brand Image and Brand Value . 65 Estimating Relative Country Image Value . 66 Long-Term Valuation of Customers . 69 The Value of a Brand's Customer Base and Brand Value . 71 Acquisition of New Customers . 71 Implications for Brand Image and Brand Value . 72 Implications of the Contribution of Country Image to Brand Value . 73 Estimating Brand Value by Means of Firm-Based Financial Data . 74 Extracting Brand Value from Share Prices and the Firm's Financial Data . 76 Implications to the Measurement of Country Value . 77 Conclusion . 77 4. It's All in the Eyes of the Consumer . 79 Introduction . 79 What Do We Know About National Images in the Eyes of Consumers? . 80 Consumers ' Place of Residence (HC) Effect on Perceived National Images . 80 Constructs of Country Image . 83 Country Image Varies by Product Line . 84 Country Image and Purchase Intentions . 86 Can Consumers be Segmented by their Attitudes? . 87 Consumer Ethnocentrism and Patriotism . 87 Patriots . 88 Traitors . 91 Identifying Patriots, Cosmopolitans and Traitors . 91 Mexican Patriots versus Malinchismas (Traitors) . 93 Hostiles and Friends: The Animosity-Affinity Model of the Purchase of Products from Certain Countries . 95 A Two-Dimensional Consumer Segmentation Model . 99 Travel and Country Image of Visited Countries . 100 From Attitudes to Behavior . 103 Country of Origin Labeling -Do Consumers Care ?. 103 Evidence for the Impact of Country Image on Purchase Behavior . 106 Conclusion . 108 5. Managing Country of Origin Effects by the Firm . Ill Introduction . Ill Managing CI by the Firm . Ill Production Sourcing . 112 Hybrid Products . 115 Decomposing Country of Origin . 116 Strategic Implications of a Decomposed Country of Origin . 120 Alternative Marketing Entry Strategies . 122 Strong Country Image - Strong Brand Image . 123 Weak Country Image - Strong Brand Image . 123 Strong Country Image - Weak Brand Image . 126 Weak Country Image - Weak Brand Image . 126 Product-Country Matches and Mismatches . 128 Product-Country Matches ~ Empirical Evidence . 130 Place Branding - Made in Europe . 133 The National Image International Life Cycle . 133 Conclusion . 135 6. Managing Country of Origin Effects by Industry and Government .137 Introduction . 137 Place Branding . 137 Developing a National Brand . 138 Umbrella Branding . 141 Case Examples of Country Branding . 144 United Kingdom . 145 Scotland . 148 Germany . 151 New Zealand. . 154 Brand USA . 157 Emerging Countries: Latvia and Slovenia . 158 Regional Branding . 160 The Difference between Place and Product Branding . 162 The Case of the 0resund Region . 162 Branding Municipalities . 166 Case Study - Branding Aalborg, Denmark . 167 Buy National Campaigns . 170 Australia . 170 USA/Canada . 171 New Zealand. . 172 Russia . 173 The Evolution of the Japanese Country Image since WWII . 174 Improving CI by Attracting Leading Brands - The Israeli Experience . 175 7. Legal Aspects of Country Image .177 Made-In Labels - What Do They Mean? . 177 Country of Origin Labeling Requirements . 178 Tests for Substantial Transformation . 182 Name, Character, and Use Test . 184 Essence Test . 185 Value-Added Test . 186 Article of Commerce Test . 187 Country Marking Criteria . 188 Country of Origin Marking . 191 Marking in the USA . 191 Misleading or Deceiving Labeling . 193 The Marking Rules of NAFTA . 194 The World Trade Organization (WTO Standards) . 194 European Union . 195 Epilogue .197 E-Commerce . 198 An Additional Research Agenda . 200 Appendix .203 Bibliography .207 Index .235
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title	National image & competitive advantage the theory and practice of place branding
title_auth	National image & competitive advantage the theory and practice of place branding
title_exact_search	National image & competitive advantage the theory and practice of place branding
title_exact_search_txtP	National image & competitive advantage the theory and practice of place branding
title_full	National image & competitive advantage the theory and practice of place branding Eugene D. Jaffe & Israel D. Nebenzahl
title_fullStr	National image & competitive advantage the theory and practice of place branding Eugene D. Jaffe & Israel D. Nebenzahl
title_full_unstemmed	National image & competitive advantage the theory and practice of place branding Eugene D. Jaffe & Israel D. Nebenzahl
title_short	National image & competitive advantage
title_sort	national image competitive advantage the theory and practice of place branding
title_sub	the theory and practice of place branding
topic	Herkunftsbezeichnung (DE-588)4159598-1 gnd Image (DE-588)4026574-2 gnd Marketing (DE-588)4037589-4 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Produktimage (DE-588)4125196-9 gnd Herkunftsland (DE-588)4159599-3 gnd Wettbewerbsvorteil (DE-588)4219652-8 gnd Messung (DE-588)4038852-9 gnd
topic_facet	Herkunftsbezeichnung Image Marketing Verbraucherverhalten Produktimage Herkunftsland Wettbewerbsvorteil Messung
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014920349&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT jaffeeugened nationalimagecompetitiveadvantagethetheoryandpracticeofplacebranding AT nebenzahlisraeld nationalimagecompetitiveadvantagethetheoryandpracticeofplacebranding

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