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A theoretical study on country brand and its management
This paper presents a theoretical study that seeks to clarify the concept of country brand, differentiating it from country image and country-of-origin effect, and looking in detail at its management, exploring its complexity and differences in relation to brand management of products and services....
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| Publicado no: | Revista Eletrônica de Negócios Internacionais (Internext) |
|---|---|
| Main Authors: | , |
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Escola Superior de Propaganda e Marketing
2018
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| Assuntos: | |
| Acesso em linha: | https://www.redalyc.org/articulo.oa?id=557559405002 https://www.redalyc.org/journal/5575/557559405002/ https://www.redalyc.org/journal/5575/557559405002/html/ https://www.redalyc.org/journal/5575/557559405002/557559405002.epub https://www.redalyc.org/journal/5575/557559405002/movil |
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