A Holistic Concept based on Modern Influential Techniques of Integrated Marketing Communication: A Country Image Model

Angela Madan (), Mihai-Ioan Roșca () and Adrian Apostol ()
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Angela Madan: The Bucharest University of Economic Studies
Mihai-Ioan Roșca: The Bucharest University of Economic Studies
Adrian Apostol: Advanced Ideas Studio

Journal of Emerging Trends in Marketing and Management, 2022, vol. 1, issue 1, 71-90

Abstract: The country image has an important role in present period of globalization. However, image modeling, as a holistic concept based on various marketing communications techniques, has been tangentially analyzed over time. This study aims to explore the influencing techniques used in marketing communication in a complex analysis from a traditional to a modern approach with respect to the country's image. The measuring of a multi-dimensional construct of modeling a home country's image was tested with the implication of image of city, corporation, product, and personal as well as digitalization process. This research outlined various marketing communication techniques at different levels. The impact of image of a city, corporation, product, and person image on the home county image was significant. This editorial adds a contribution to the scientific literature's body of knowledge. It can be concluded that marketing communication techniques that manage image of a place, corporation, product, and person imply a positive effect on the home country's image.

Keywords: Marketing; communication; techniques; personal image; corporate image; city image; county image. (search for similar items in EconPapers)
JEL-codes: M00 M30 M31 M39 (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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