Concepedia

Brand Positioning Based on Brand Image–Country Image Fit

Kristina Klein, Franziska Völckner, Hernán A. Bruno, Henrik Sattler, Pascal Bruno

Marketing Science · 2019 · 37 citations · 62 references

Concepts

BusinessMarketingMarketing ManagementBrand ManagementMarketing StrategyStrategic MarketingBrand AssociationsBrand IdentityBrand ImageBrand PositioningBrand StrategyStrategic Brand ManagementCountry Image PerceptionsCountry-of-origin Image

Abstract

This paper introduces the concept of brand image–country image (BICI) fit and demonstrates that it is positively associated with consumers’ brand evaluations.

References

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