Towards an integrative model of the country image

Abstract

This conceptual chapter proposes a new integrative model of the country image by drawing on advances from the fields of business studies, social psychology, political science, and communication science. To interrelate different approaches, a communication management perspective is applied, providing a basic terminological framework systemizing the central constructs of country image, country reputation, country brand, and country identity. On this basis the author develops the four-dimensional ‘4D Model’ of the country image by integrating well-established concepts from national identity theory, attitude theory, and reputation management.