Researching country image construct in the context of emerging economies

Abstract

The aim of the chapter is to present current stage of the country image research in the emerging markets context and provide the overview of the objectives and findings. First, we present the definitional domains of country image construct and the concept of emerging markets, since both terms are difficult to pin down due to inconsistencies in the literature. Then, we provide an extensive literature review on emerging markets' country image research. An overview of 42 studies included in the analysis is presented in a chronological manner, with stated objectives and main findings. Studies are also analyzed according to the following criteria: country (research setting and/or image), industry/product category, and methodology. The purpose is to assess the knowledge on a country image obtained in the context of emerging markets and how this knowledge contributes and improves understanding of the country image and related issues in general. Therefore, the discussion deals with insights from the studies done in the emerging markets context. Finally, further research suggestions are provided.