Abstract
This study proposes an integrated model to examine the direct and indirect effects of valenced news frames on perceived overall national image (NI) through cognitive responses to framed news coverage and the perception of product-country image (PCI). Connecting PCI and NI, this study aims to facilitate a better understanding of the formation of national image, as well as to achieve conceptual coherence about the role of valence framing in influencing people’s image perceptions and image building in the domain of mediated strategic communication. Using “Made in China” as an example in an experiment, a regression model reports significant direct and indirect framing effects over this process, and the framing influence on different dimensions of image perceptions. The practical implications for strategic communication campaigns within an international setting are also discussed.
Published Version
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 call