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National Image and Competitive Advantage: The Theory and Practice of Country-Of-Origin Effect
by Eugene D Jaffe ; Israel D Nebenzahl
Binding: Hardcover, 1. Ed edition, 186 pages
Publisher: Copenhagen Business School Press
List Price: USD $28.00
Weight: 93
Dimension: H: 0.65 x L: 9.31 x W: 6.36 inches
ISBN 10: 8716135164
ISBN 13: 9788716135162
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Book Description:
This book features in depth analyses of interactions between brand, country and product images; real life examples of country branding; and guidelines for managerial action, making it a usful resource for students of International Marketing, International Business and Consumer Behaviour as well as for international marketing managers, industry leaders and government officials. Subjects covered include: Consumers' perception of countries as sources for brands and products; how to utilize country try image by the firm; how to manage national promotion campaigns of country image; country of origin labeling requirements; the use of the made in label as a trade barrier; and the future role of brand and country images in the age of eCommerce. Eugene D. Jaffe is Professor and Israel D. Nebenzahl is Associate Professor, both at the Graduate School of Business Administration, Bar Ilan University, Israel.

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