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Methods, Instruments and Scales Used for Country Image Measurement: A Literature Review

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  • Denisa Adriana Dragoi

Abstract

The current paper addresses country image from the evaluation and/or assessment perspective. The literature offers a plethora of definitions and conceptualizations of country image - thus the lack of consensus regarding the best way in approaching the most relevant tools and scales in measuring it. This subject was chosen due to the importance and increased impact that a county’s image has on all its functional sectors (tourism, immigration, foreign investment etc.), thus influencing people’s quality of life. The aim of the paper is to offer an overwiev of the methods, tools and scales used in measuring country image as a basis for a further, newer and improved scale and research model to be built - encompassing wider dimensions of the country image itlself.

Suggested Citation

  • Denisa Adriana Dragoi, 2021. "Methods, Instruments and Scales Used for Country Image Measurement: A Literature Review," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 688-698, December.
    • Handle: RePEc:ovi:oviste:v:xxi:y:2021:i:2:p:688-698
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    References listed on IDEAS

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    1. Ravi Parameswaran & Attila Yaprak, 1987. "A Cross-National Comparison of Consumer Research Measures," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 18(1), pages 35-49, March.
    2. Pappu, Ravi & Quester, Pascale, 2010. "Country equity: Conceptualization and empirical evidence," International Business Review, Elsevier, vol. 19(3), pages 276-291, June.
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    More about this item

    Keywords

    country image; scale; measurement; country image evaluation; country image assessment;
    All these keywords.

    JEL classification:

    • 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
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development

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