Country image and consumer-based brand equity: relationships and implications for international marketing

What is it about?

How does a country's image affect brand equity? This research shows how a country's image affects the equity (value) of the brands coming from that country. This paper provides evidence of the relationship between consumer-based brand equity dimensions and the macro and micro country images of a brand.

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Why is it important?

Traditionally, marketers’ focus has been on developing the country’s reputation for product quality. Our results show that marketers need to go a step further and manage the image of the country at both macro and micro levels, while also managing their marketing mix. Results of this research would be of interest to the governments, industry groups and businesses interested in promoting, offering, managing brands from a country in international markets or foreign brands in the country's domestic market.