Reflections on the challenging mission of the country brand construct in the international business setting
The importance of a strategically promoted country brand is a key goal in international business. Each nation tries to convey its attributes internationally, not only its products and services, but also its overall image. In addition, research on the country brand construct is continuous within acad...
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| Publicado no: | Revista Eletrônica de Negócios Internacionais (Internext) |
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| Autor principal: | |
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Escola Superior de Propaganda e Marketing
2015
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| Assuntos: | |
| Acesso em linha: | https://www.redalyc.org/articulo.oa?id=557557902006 |
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