A Holistic Concept based on Modern Influential Techniques of Integrated Marketing Communication: A Country Image Model
The country image has an important role in present period of globalization. However, image modeling, as a holistic concept based on various marketing communications techniques, has been tangentially analyzed over time. This study aims to explore the influencing techniques used in marketing communica...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
The Bucharest University of Economic Studies Publishing House
2022-11-01
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| Series: | Journal of Emerging Trends in Marketing and Management |
| Subjects: | |
| Online Access: | http://www.etimm.ase.ro/RePEc/aes/jetimm/2022/ETIMM_V01_2022_31.pdf |
| _version_ | 1811176876828262400 |
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| author | Angela Madan Mihai-Ioan Roșca Adrian Apostol |
| author_facet | Angela Madan Mihai-Ioan Roșca Adrian Apostol |
| author_sort | Angela Madan |
| collection | DOAJ |
| description | The country image has an important role in present period of globalization. However, image modeling, as a holistic concept based on various marketing communications techniques, has been tangentially analyzed over time. This study aims to explore the influencing techniques used in marketing communication in a complex analysis from a traditional to a modern approach with respect to the country's image. The measuring of a multi-dimensional construct of modeling a home country's image was tested with the implication of image of city, corporation, product, and personal as well as digitalization process. This research outlined various marketing communication techniques at different levels. The impact of image of a city, corporation, product, and person image on the home county image was significant. This editorial adds a contribution to the scientific literature's body of knowledge. It can be concluded that marketing communication techniques that manage image of a place, corporation, product, and person imply a positive effect on the home country's image. |
| first_indexed | 2024-04-10T19:58:59Z |
| format | Article |
| id | doaj.art-284fc766b6b04893b470dd8a5625b82c |
| institution | Directory Open Access Journal |
| issn | 2537-5865 |
| language | English |
| last_indexed | 2024-04-10T19:58:59Z |
| publishDate | 2022-11-01 |
| publisher | The Bucharest University of Economic Studies Publishing House |
| record_format | Article |
| series | Journal of Emerging Trends in Marketing and Management |
| spelling | doaj.art-284fc766b6b04893b470dd8a5625b82c2023-01-27T10:05:06ZengThe Bucharest University of Economic Studies Publishing HouseJournal of Emerging Trends in Marketing and Management2537-58652022-11-01I17190A Holistic Concept based on Modern Influential Techniques of Integrated Marketing Communication: A Country Image ModelAngela Madan0Mihai-Ioan Roșca1Adrian Apostol2The Bucharest University of Economic StudiesThe Bucharest University of Economic StudiesAdvanced Ideas StudioThe country image has an important role in present period of globalization. However, image modeling, as a holistic concept based on various marketing communications techniques, has been tangentially analyzed over time. This study aims to explore the influencing techniques used in marketing communication in a complex analysis from a traditional to a modern approach with respect to the country's image. The measuring of a multi-dimensional construct of modeling a home country's image was tested with the implication of image of city, corporation, product, and personal as well as digitalization process. This research outlined various marketing communication techniques at different levels. The impact of image of a city, corporation, product, and person image on the home county image was significant. This editorial adds a contribution to the scientific literature's body of knowledge. It can be concluded that marketing communication techniques that manage image of a place, corporation, product, and person imply a positive effect on the home country's image.http://www.etimm.ase.ro/RePEc/aes/jetimm/2022/ETIMM_V01_2022_31.pdfmarketingcommunicationtechniquespersonal imagecorporate imagecity imagecounty image |
| spellingShingle | Angela Madan Mihai-Ioan Roșca Adrian Apostol A Holistic Concept based on Modern Influential Techniques of Integrated Marketing Communication: A Country Image Model Journal of Emerging Trends in Marketing and Management marketing communication techniques personal image corporate image city image county image |
| title | A Holistic Concept based on Modern Influential Techniques of Integrated Marketing Communication: A Country Image Model |
| title_full | A Holistic Concept based on Modern Influential Techniques of Integrated Marketing Communication: A Country Image Model |
| title_fullStr | A Holistic Concept based on Modern Influential Techniques of Integrated Marketing Communication: A Country Image Model |
| title_full_unstemmed | A Holistic Concept based on Modern Influential Techniques of Integrated Marketing Communication: A Country Image Model |
| title_short | A Holistic Concept based on Modern Influential Techniques of Integrated Marketing Communication: A Country Image Model |
| title_sort | holistic concept based on modern influential techniques of integrated marketing communication a country image model |
| topic | marketing communication techniques personal image corporate image city image county image |
| url | http://www.etimm.ase.ro/RePEc/aes/jetimm/2022/ETIMM_V01_2022_31.pdf |
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