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Country Reputation: The Case of Brazil in the United Kingdom
Angielski
55 b
30 dni na zwrot towaru
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70.90
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"Existing research in international business discreetly recognizes the presence of theoretical convergences regarding the image of a country (e.g. country-of-origin, country branding, nation branding) and the reputation of a country. Yet, no theory on country reputation is robust in literature. Based on this setting, the core theories employed in this cross-disciplinary study are drawn from reputation principles, also rooted in country-of-origin theory and aligned to nation branding while supported by country branding strategies (including marketing, communication and public relations). The need for these theoretical significant linkages supports filling a gap in applied social sciences knowledge with regard to the management of the reputation of a country". Fundaç?o CAPES, Ministry of Education - Brazil, has funded this research.
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Angielski
