A theoretical study on country brand and its management
This paper presents a theoretical study in order to clarify the concept of country brand, differentiating it from country image and country of origin effect, and also detail its management, exploring its complexity and differences from the brand management of products and services. Based on the lite...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Escola Superior de Propaganda e Marketing - ESPM
2018-08-01
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| Series: | Internext: Revista Eletrônica de Negócios Internacionais |
| Subjects: | |
| Online Access: | https://internext.espm.br/internext/article/view/417 |