Country image appraisal: More than just ticking boxes

Carmen Lopez and George Balabanis

Journal of Business Research, 2020, vol. 117, issue C, 764-779

Abstract: Current academic research almost unquestionably adopts an attitudinal measurement approach to assess the image of a country using standardized rating scales. This study revisits the image construct and proposes an alternative approach for assessing country image based on psycholinguistics and associative networks. With this approach, new country image attributes emerge that enhance the information provided by traditional attitudinal measures. In particular, the concreteness, imageability, semantic richness and emotionality of a country's image serve as a supplementary dimension to the attitudinal and associative network approaches. The study empirically compares the two perspectives using a random sample of consumers. The results show a lack of correspondence between the two and highlight the benefits and limitations of each approach.

Keywords: Country image; Associative network; Psycholinguistics; Attitudinal rating scale; Social network analysis (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296319305235
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:117:y:2020:i:c:p:764-779

DOI: 10.1016/j.jbusres.2019.09.004

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().