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

Author

Listed:
  • Angela Madan

    (The Bucharest University of Economic Studies)

  • Mihai-Ioan RoÈ™ca

    (The Bucharest University of Economic Studies)

  • Adrian Apostol

    (Advanced Ideas Studio)

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.

Suggested Citation

  • Angela Madan & Mihai-Ioan RoÈ™ca & Adrian Apostol, 2022. "A Holistic Concept based on Modern Influential Techniques of Integrated Marketing Communication: A Country Image Model," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 71-90, November.
    • Handle: RePEc:aes:jetimm:v:1:y:2022:i:1:p:71-90
    as

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    References listed on IDEAS

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    More about this item

    Keywords

    Marketing; communication; techniques; personal image; corporate image; city image; county image.;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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