Advancing the country image construct — A commentary essay |
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Authors: | Saeed Samiee |
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Affiliation: | The University of Tulsa, 800 S. Tucker Dr., Tulsa, OK 74104, United States |
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Abstract: | This article provides a review of the study by Roth and Diamantopoulos (2009), “Advancing the country image construct,” with a view towards highlighting the gaps in the broader country-of-origin literature. The literature mostly ignores pivotal points that should influence both the direction and the design of country-related research in international marketing. At least six key considerations in country-of-origin research deserve concurrent attention in future studies. They include: (1) the globalization of markets, (2) ecologically appropriate designs, (3) country-of-origin knowledge, saliency, and use, (4) labeling practices and requirements, (5) a focus on appropriate segments, and (6) the role of country of origin in foreign direct investment process. This commentary essay explores these issues with a view towards enhancing the relevance, ecological validity, and the quality of future research efforts. |
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Keywords: | Country-of-origin research Globalization Country image Brand origin |
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