Country Brand as an Important Phenomenon of Modern Society

Madan Angela ()
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Madan Angela: Bucharest University of Economic Studies, Bucharest, Romania

Proceedings of the International Conference on Business Excellence, 2024, vol. 18, issue 1, 367-377

Abstract: The county brand in terms of valuing consumer well-being is essential to the brand-building process and is especially significant in today's globally interconnected environment. The purpose of this study is to evaluate the national initiatives and country product-origin on consumer-centered country brands. The research strategy was based on a quantitative and qualitative approach. The findings highlight the emergence of place branding, national initiatives, and country product origins in national areas. The study of country brands in the context of communication studies extends to tourism and cultural studies. The study's limitations included the fact that it was limited to countries on the inside. A broader study to represent the circumstances of other emerging countries was proposed. The contributions, both practical and theoretical, address the many-faceted complexity of the evaluated concepts, such as consumer-centered country brand, national identity, country brand, country image, and national reputation. There are several countries, including Eastern Europe, where the country's brand is still in the initial development stages. The practice of Romania might present the required knowledge of other country brands, and this study enables highlighting this aspect.

Keywords: national identity; citizens’ well-being; country brand; country image; sustainable future (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:18:y:2024:i:1:p:367-377:n:1010

DOI: 10.2478/picbe-2024-0032

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