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National Image & -- Competitive Advantage -- Preface to the Second Edition -- Acknowledgments -- 1 Introduction: Image, Images and Imagination -- Introduction -- What Do We Mean by Product, Brand and Country Image? -- Learning Processes -- Categorization, Abstraction and Generalization -- Symbols -- Generalization versus Discrimination -- Brand and Country Image Compositioning -- Misconceptions of Country Image -- What Lies Ahead -- 2 The Theory of Country Brand and Product Images -- Introduction -- Country Image Taxonomy -- Measuring Country Image Dimensions -- Multiple Independent Image Items and Dimensions -- Multi-Item Image Scale -- Statistically Derived Multi-Item Image Dimensions -- Consumer-Sourced and Statistically Derived Multi-Item Image Dimensions -- The Need for a Theory of Country, Brand and Product Images -- A Framework for Theory Development -- Theory-Based Approaches to CIE -- Country Image Effect: A Combined Halo and Summary Construct -- The Effect of Familiarity on the Salience of the Country Image Cue -- An Integrative Dynamic Model of Country, Brand and Product Images -- The Effects of the Made-In Country (MC) -- The Effect of Brand Name -- The Effect of the Perceived Country of Origin (OC) -- The Effect of Extrinsic Cues on Product Evaluations -- Comparative Evaluation and Purchase Decisions -- The Interaction among Determinants of Product Image -- Dynamic Aspects of the CIE -- Conclusion -- 3 Monetizing Brand and Country Image -- Introduction -- Brand Image, Brand Equity and Brand Value - From Consumer Perceptions to Measurable Values -- Country Image, Country Equity and Country Value -- Estimating Relative Customer-Based Brand Value -- Brand Image and Brand Value -- Estimating Relative Country Image Value -- Long-Term Valuation of Customers -- The Value of a Brand' s Customer Base and Brand Value.
Acquisition of New Customers -- Implications for Brand Image and Brand Value -- Implications of the Contribution of Country Image to Brand Value -- Estimating Brand Value by Means of Firm-Based Financial Data -- Extracting Brand Value from Share Prices and the Firm's Financial Data -- Implications to the Measurement of Country Value -- Conclusion -- 4 It's All in the Eyes of the Consumer -- Introduction -- What Do We Know About National Images in the Eyes of Consumers? -- Consumers' Place of Residence (HC) Effect on Perceived National Images -- Constructs of Country Image -- Country Image Varies by Product Line -- Country Image and Purchase Intentions -- Can Consumers be Segmented by their Attitudes? -- Consumer Ethnocentrism and Patriotism -- Patriots -- Traitors -- Identifying Patriots, Cosmopolitans and Traitors -- Mexican Patriots versus Malinchismas (Traitors) -- Hostiles and Friends: The Animosity-Affinity Model of the Purchase of Products from Certain Countries -- A Two-Dimensional Consumer Segmentation Model -- Travel and Country Image of Visited Countries -- From Attitudes to Behavior -- Country of Origin Labeling ΠDo Consumers Care? -- Evidence for the Impact of Country Image on Purchase Behavior -- Conclusion -- 5 Managing Country of Origin Effects by the Firm -- Introduction -- Managing CI by the Firm -- Production Sourcing -- Hybrid Products -- Decomposing Country of Origin -- Strategic Implications of a Decomposed Country of Origin -- Alternative Marketing Entry Strategies -- Strong Country Image - Strong Brand Image -- Weak Country Image - Strong Brand Image -- Strong Country Image - Weak Brand Image -- Weak Country Image - Weak Brand Image -- Product-Country Matches and Mismatches -- Product-Country Matches ΠEmpirical Evidence -- Place Branding - Made in Europe -- The National Image International Life Cycle -- Conclusion.
6 Managing Country of Origin Effects by Industry and Government -- Introduction -- Place Branding -- Developing a National Brand -- Umbrella Branding -- Case Examples of Country Branding -- United Kingdom -- Scotland -- Germany -- New Zealand -- Brand USA -- Emerging Countries: Latvia and Slovenia -- Regional Branding -- The Difference between Place and Product Branding -- The Case of the Øresund Region -- Branding Municipalities -- Case Study - Branding Aalborg, Denmark -- Branding Aalborg - the History and the Process So Far -- Buy National Campaigns -- Australia -- USA/Canada -- New Zealand -- Russia -- The Evolution of the Japanese Country Image since WWII -- Improving CI by Attracting Leading Brands - The Israeli Experience -- 7 Legal Aspects of Country Image -- Made-In Labels - What Do They Mean? -- Country of Origin Labeling Requirements -- Tests for Substantial Transformation -- Name, Character, and Use Test -- Essence Test -- Value-Added Test -- Article of Commerce Test -- Country Marking Criteria -- Country of Origin Marking -- Marking in the USA -- Misleading or Deceiving Labeling -- The Marking Rules of NAFTA -- The World Trade Organization (WTO Standards) -- European Union -- Epilogue -- E-Commerce -- An Additional Research Agenda -- Appendix -- Bibliography -- Index.
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Made in ... / Eugene D. Jaffe & Israel D. Nebenzahl ; traduzione di Adele Oliveri
