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Country image appraisal: More than just ticking boxes

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  • Lopez, Carmen
  • Balabanis, George

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.

Suggested Citation

  • Lopez, Carmen & Balabanis, George, 2020. "Country image appraisal: More than just ticking boxes," Journal of Business Research, Elsevier, vol. 117(C), pages 764-779.
    • Handle: RePEc:eee:jbrese:v:117:y:2020:i:c:p:764-779
    DOI: 10.1016/j.jbusres.2019.09.004
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    References listed on IDEAS

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