Suter, MB orcid.org/0000-0002-9396-1438, Borini, FM, Coelho, DB et al. (2 more authors) (2020) Leveraging the Country-of-Origin Image by managing it at different levels. Place Branding and Public Diplomacy, 16 (3). pp. 224-237. ISSN 1751-8040
Abstract
The study aims to articulate the Country-of-Origin Image (COI) at different levels (country, industry and firm levels) by advancing the knowledge and exploring ways to manage the COI at different levels underpinned on corporate brand and brand architecture strategies. For that, a mixed-methods approach was conducted where a qualitative study—looking into the case of the Brazilian Machinery Solutions Programme (BMS)—was carried out in combination with a quantitative survey held with a specific target country (Colombia). Data for the quantitative study were collected with 89 Colombian industrial buyers using Brazil as a manufacturer-supplier and country of reference. Findings indicate the relevance of managing the COI at different levels and highlight the development of the COI at the industry level. This demonstrates that nation-branding and COI literature should be developed and articulated using strategic marketing programmes and brand architecture elements. The study advances the body of knowledge in the COI literature by analysing it within three different levels and offers a framework to manage the COI using corporate brand and brand architecture elements, which is beneficial to institutions, governments, trade agencies, industry associations and firms to leverage the COI by understanding aspects of it transferrable to industry and firm levels.
Metadata
Item Type: | Article |
---|---|
Authors/Creators: |
|
Copyright, Publisher and Additional Information: | © Springer Nature Limited 2019. This is an author produced version of a paper published in Place Branding and Public Diplomacy. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Country-of-origin image (COI); Business-to-business (B2B); Brand architecture; Corporate brand |
Dates: |
|
Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 18 Oct 2019 12:46 |
Last Modified: | 06 Jul 2022 11:12 |
Status: | Published |
Publisher: | Palgrave Macmillan |
Identification Number: | 10.1057/s41254-019-00149-z |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:152263 |