Abstract
PurposeThe aim of this paper is to examine the influence of corporate image on shaping the image of its country of origin (hereafter country image).Design/methodology/approachThe authors develop a conceptual framework and a series of propositions, grounded on previous studies on country of origin (COO), image transfer, corporate and place branding.FindingsThe framework proposes that the influence of corporate image on country image can be moderated by four individual (country familiarity, corporate familiarity, brand image fit and corporate brand category‐country brand image fit) and two corporate level variables (international visibility and market visibility).Research limitations/implicationsA series of propositions is offered that aims to stimulate empirical research in this topical subject.Originality/valueDespite increasing acknowledgement of the influence that the image of corporations may exert on the image of their COO, this relationship has been under‐researched. This paper draws insights from theoretical and empirical studies to shed some light on this area. A framework is presented which transcends previous corporate image formation models by looking at the other way of the relationship between corporate image and country image.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
