Country Resources,Country Image,and Exports: Country Branding and International Marketing Implications |
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Authors: | Qin Sun Audhesh K Paswan Margie Tieslau |
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Institution: | 1. Department of Marketing, Logistics &2. Operation Management, Glenn R. Jones College of Business, Trident University International, Cypress, CA, USAqin.sun@trident.edu;4. Department of Marketing and Logistics, College of Business Administration, University of North Texas, Denton, TX, USA;5. Department of Economics, College of Arts and Sciences, University of North Texas, Denton, TX, USA |
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Abstract: | ABSTRACTA country's economic, political, and socio-cultural institutions have always been regarded as important determinants of a company's exports and international marketing strategies. With the recent thinking about countries becoming more like a brand, these factors should impact a country's marketing and branding strategies. There has been a call for more research on how countries can use their institutions and resources to enhance their globalization efforts. This study intends to fill this gap by examining the relationships between country institutions and resources, country image, and exports based on institution theory and resource advantage theory. Both archival and primary data for 24 countries over 12 years (1995–2006) were used to assess a random-effects panel data model. The results reveal the significance of economic development and communication infrastructure on exports. In addition, country image was found to indirectly affect exports. The theoretical and practical implications on country branding and international marketing conclude the article. |
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Keywords: | Country image country branding exports institutional theory panel data model resource advantage theory |
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