Country image formation,stability, and change: a longitudinal assessment of consumers’ image of Azerbaijan

In 2012, Azerbaijan hosted the Eurovision Song Contest. For this emerging tourism-oriented country, the cultural mega-event represented a unique opportunity to present itself to a broad international public and construct a positive country image. The present longitudinal study explores how consumer images of Azerbaijan as a country were formed and changed as a result of the nation’s hosting of this event. By measuring the same respondents’ country image evaluations before and after the event, the present findings shed light on consumers’ processes of country-image formation and illuminate the event’s impact on Azerbaijan’s country image.