Country Brand Equity: The Role of Image and Reputation
Country brand equity (CBE) is expanding in theory and in practice; however, little has been published on its conceptualization. By incorporating ‘reputation’ into the place brand equity construct at a country level, we provide a theoretical multidimensional framework for CBE. Seventeen interviews wi...
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| Publicat a: | BAR - Brazilian Administration Review |
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| Autors principals: | , |
| Format: | Artigo |
| Idioma: | Inglês |
| Publicat: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração
2020
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| Matèries: | |
| Accés en línia: | https://www.redalyc.org/articulo.oa?id=84165722001 https://www.redalyc.org/journal/841/84165722001/ https://www.redalyc.org/journal/841/84165722001/html/ https://www.redalyc.org/journal/841/84165722001/84165722001.epub https://www.redalyc.org/journal/841/84165722001/movil |
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