Country Image Research Articles

Assessing the Impact of Tourism on Country Brand Value

This research explores the connection between tourism statistics and country brand value, as well as the impact tourism has on it, by utilizing public data sources and employing statistical techniques. A country's brand reflects its image as perceived by foreign audiences, representing the nation's reputation and standing internationally. This perception is mirrored in the influx of tourists visiting the country. While brand value is typically not measured by the number of arrivals, but rather by the country's tourism image, prior studies have shown that higher brand value leads to an increase in foreign visitors. However, fewer investigations have focused on whether the volume of tourists directly influences the country's brand value. The findings of this study demonstrate a significant link between the two, revealing a causal relationship. Nevertheless, there is some uncertainty surrounding the causality, which future research aims to clarify. The goal of this preliminary study was to explore whether this question could be effectively addressed.

Coping with Bilateral Issues: Chain Effects of Problem Recognition and Blame Attribution on Negative Sentiment and Negative Megaphoning

ABSTRACT Extant research has examined nation brand and country image as key variables that affect attitudes and behaviors toward a country. Meanwhile, there is scarce research on how individuals’ observations and experiences of bilateral issues affect their reactions toward the country involved. Based on current research on coping and problem solving, this study tests a framework that examines the cognitive processes that individuals undergo to make problem recognitions and blame attributions for two bilateral issues that involve the same country and their effects on negative sentiment and negative megaphoning about the country. To investigate this, this study uses an online survey conducted with a nationally representative sample of 509 South Korean citizens in relation to two issues allegedly caused by China: yellow dust and coronavirus. The findings showed that individuals who reported high problem recognition about yellow dust also reported high problem recognition about coronavirus. Their problem recognitions led to blame attributions toward China’s role in causing them. Chain effects were found as problem recognition and blame attribution about one issue was positively related to the other. Subsequently, blame attributions for the two issues were found to be positively associated with negative sentiment and negative megaphoning about China.

The children's poetic story about the travels of foreigners in the USSR in the 1920s and 1940s.

The main purpose of the study is to analyze the genre originality of the Russian (Soviet) children's poetic story of the 1920s-1940s about the travels of foreigners in the USSR, to identify the didactic significance of these works. The article is based on the works of L. Lesnoy, P. Yakovlev, L. Zilov and S. Marshak. There are two types of poetic stories about the journey of foreigners: pilgrimage trips of disadvantaged children from oppressed countries / curious Western children, as well as trips of wealthy Westerners to the USSR. The general genre features of this type of works are analyzed, including information content, specific chronotope, descriptions of the road, the environment, etc. In addition, the unique features of these works are considered: the use of elements of other genres (fairy tales, adventures, travel), an emphasis on solving ideological and semantic tasks. In this work, the topics of internationalism, unity of peoples, racial discrimination, as well as problems related to Soviet ideology, norms of behavior and universal morality are updated. The scientific novelty of the work lies in a comprehensive approach to both classical and little-studied material, including works by forgotten or lesser-known poets. Among the research methods used in this work, several key approaches are distinguished: comparative, hermeneutical, comparative typological and immanent analysis. With the help of various artistic techniques, such as contrast, detailing, the use of emotionally colored vocabulary, metaphors, repetitions, epithets, the motif of a dream, genre elements of a riddle, a shifter, etc., the complex physical and spiritual path of the characters to the ideal is reproduced, the image of oppressed countries and their inhabitants, as well as the image of ordinary Soviet people and cranks are created-rich people from the West, a wide range of Soviet realities is reflected through a detached look. As a result of the research, it is revealed that the poetic story about the travels of foreigners in the USSR of the 1920s and 1940s has a unique didactic significance: it is not only entertaining and informative for young readers, but also contributes to the creation of a positive understanding of Soviet reality and ideological foundations.

The 2020 Olympic Games’ impact on Japan’s image from German and American perspectives: perils of COVID or the fails of the Olympics?

ABSTRACT This study investigated the influence of the 2020 Tokyo Olympic Games on Japan’s country and destination images from German and American perspectives while the event took place under strict restrictions due to the global pandemic of COVID-19. The image of Japan before, during, and after the Games and the Olympic Games image and the pandemic’s influence on the Games were measured. The findings revealed that the Americans had significantly stronger positive images of Japan and the Olympics than the Germans. Overall, there was a strong positive correlation between the Olympic Games image and the country and destination images of the host country, indicating a potential spillover effect.

How differently do cognitive and affective country image affect brand loyalty

Purpose This paper aims to examine how differently cognitive and affective country image affects brand loyalty of smartphone brands from two developed countries in Vietnam and how product image mediates these effects. Design/methodology/approach This research used the cross-sectional design. Data was collected via questionnaires and 517 responses were left after refining. The confirmatory factor analysis and structural equation modeling were applied to analyze the collected data. Findings The effects of the cognitive country image on brand loyalty are totally transmitted through product image. The effects of affective country image on brand loyalty are divided into direct and indirect effects transmitted through product image. Research limitations/implications Affective country image and product image have complementary effects, whereas cognitive country image and product image have substituting effects on brand loyalty. Practical implications International companies from countries with unfavorable country images should concentrate more on improving their product images to improve brand loyalty in foreign markets. Originality/value The findings support previous studies, which have shown that cognitive and affective country images are distinctive dimensions of country image and affect consumer cognition and responses toward products/brands through different mechanisms.

Image restoration strategies in pandemic crisis communication: a comparative analysis of Chinese and American COVID-19 political speeches

This study explores the effectiveness of image restoration strategies in pandemic crisis communication at the highest levels of administration. By integrating corpus-assisted discourse analysis with Image Repair Theory, it aims to uncover the prevailing strategies adopted by Chinese and American leaders to restore or enhance a positive national image in the post-COVID era. Lancsbox 6.0 was utilized to extract excerpts and analyze linguistic devices from a self-built corpus of 144 political speeches delivered by top leaders in China and the United States. The results reveal that Chinese leaders, through the use of shared image restoration strategies such as bolstering and transcendence, shape a positive national image of a responsible country. In contrast, American leaders construct a confident and ambitious national image, projecting a leading geopolitical role in the world. These strategies have distinct features that contribute to the image restoration process. Apart from contributing significantly to the comparative research on Chinese and American pandemic-related political speeches, the research findings carry implications for the practice and promotion of national ideologies. The study also highlights the diverse ways in which credible and accurate crisis messages are employed, providing valuable insights for handling pandemics or other crises in the foreseeable or distant future.

Top B2B sales strategies for household hygiene products in Sulaymaniyah

Aims: This market research has been conducted in Sulaymaniyah city, which emphasizes benchmarking top hygiene brands, evaluating the relationship among variables such as promotion, price, product quality, service quality, brand image, country image, customer value, customer satisfaction, switch intention and brand loyalty to design appropriate marketing strategies for businesses in hygiene and cleaning product market and also, assessing market owners' most important point of view on hygiene products. Design: It is conducted through the benchmarking process of selling cleaning and hygiene products by B2B. All data are primary and collected from real markets and retailers, which are more than 101 brands in the Sulaymaniyah government. The collected data are analyzed with frequency and regression analyses to assess the strategic weight and importance of selling hygiene products. Finding: From this research, market owners do not rely on promotion and price to decide whether to work on a brand. At the same time, service quality and product quality hurt brand image. In this case, it is discovered that brand owners have not done services correctly. It can be an opportunity to penetrate markets. However, packaging and online ordering systems are the most powerful factors impacting service quality. However, market owners do not trust products when they are introduced as high quality. Safety, performance, size aesthetics, durability, and usability are the most critical factors that affect product quality from a B2B perspective. Country of origin or country image negatively affects brand image because they believe that generally, products are imported from Turkey and Iran. Country image negatively affects customer value because customers do not trust products are imported from somewhere else apart from Iran and Turkey. By increasing brand image, the customer value rises and leads to customer satisfaction and eventually affects brand loyalty. In contrast, by increasing customer value, switch intention reduces and leads to better brand loyalty effectiveness.

Russia – Africa: The Role of the Media in the Process of Cross-Cultural Communication

The article is devoted to the role of mass media in the process of intercultural communication with African countries. Due to the growing sanctions pressure from the European Union and the United States, Russia is looking for alternative political and economic allies, which it seeks to fi nd among the countries of the African continent. In this context, the issue of intercultural communication with this region is becoming increasingly important. The relevance of the study is due to the fact that the image of African states in the leading Russian print media does not correspond to Russia’s stated political ambitions towards these countries. It is observed that the image of the partner countries in the Russian media is not presented fully enough, with an emphasis on the negative side. The article substantiates the idea that the awareness of Russian residents about the culture of Africa is an important component of successful communication. The study aims to evaluate the functions of the media in the process of forming the image of a number of countries and, in accordance with this, analyze the image of Africa being formed in the Russian media fi eld. The novelty of the research lies in presenting a new perspective on the role of the media in the process of intercultural communication. The theoretical basis was scientifi c articles, documents published by public organizations and public authorities. The method of content analysis is used as an approach to the study of media texts. The research materials were published by the major Russian online media “Argumenty i Fakty (Arguments and Facts)” and “RIA Novosti”. The results show the presence of a negative asymmetry in the representation of the image of Africa. The prospect of this study is further and more detailed monitoring of the tone of media publications about Africa and the formation of specifi c proposals for correcting information policy. Keywords: coverage policy, image of Africa, intercultural communication, prospects for interaction, role of the media

Indonesian Migrant Women Workers in Türkiye and Media Representation at Home: Precarity Works and Mediating the State Protection

This qualitative study examines the portrayal of Indonesian migrant women workers in Türkiye by major Indonesian online media outlets from 2019 to 2023. Using content analysis, the research explores dominant media representations surrounding workers in Türkiye's care service and tourism sectors. Findings reveal patterns of precarious work, exploitation, and vulnerability to undocumented employment, particularly involving Syrian employers. The study highlights a significant shift in media coverage from sensationalist reporting to echoing government narratives on combating undocumented migration. This shift aligns with Indonesia's labour-export policy reforms under President Jokowi, which aim to promote labour migration to formal sectors and distance the country's image from domestic worker exports. The research demonstrates how media reflects and reinforces state migrant protection policies through "domesticated protection." However, this approach inadvertently perpetuates victimization and potentially exacerbates vulnerabilities by stigmatizing unofficial migration channels. While intended to safeguard workers, stringent regulations may if not already contribute to increased undocumented migration. By analyzing the nexus between media representation, state policies, and migrant precarities, this study contributes to understanding the complex dynamics of labour migration in an emerging corridor, calling for a more nuanced approach to media coverage, policy-making, and future studies that acknowledges both migrant agency and structural challenges.

Формирование национального бренда России в контексте соответствия его структурных элементов социально-экономической стратегии развития страны

The authors see the relevance of the research topic in the following: geopolitical events have led to the fact that in the eyes of the world community, Russia's national brand has lost its stability, the country's image has significantly decreased, and the attitude towards Russians from the same ordinary citizens of some countries has worsened. Research shows that all this is predetermined by the high level of subjectivity of the information that people around the world receive regarding Russia's actions and motives in recent years. Therefore, the tasks of improving Russia's media communication policy on the territory of other states, positioning the socio-economic vectors of the country's development through the prism of national branding come to the fore. In this regard, the authors have set and solved the following tasks: 1) identify the structure and content of the national brand of Russia; 2) determine the elemental composition of the mechanism for the formation and promotion of the national brand in the changing geopolitical reality. The results of the study are that: 1) the structure of the national brand has been identified, which is multi-dimensional and multicomponent, but its key element is the media culture of Russian and Western media, other media that broadcast a consistent image of Russia and form public opinion regarding the key elements of the national brand, which makes it possible to position the country on the world stage, demonstrate political, economic and image advantages; 2) the elemental composition of the mechanism for the formation of the national brand of Russia has been determined, which includes: a number of indicators – cultural, social, political, conjunctural and economic, values of patriotism, trust in government and its legitimacy, social capital, communicative capital, semantic integrity, which allows launching state programs aimed at ensuring the operation of the mechanism and creating prerequisites sustainability and global positioning of the national brand of Russia. Thus, it seems possible to state that a national brand is not only a semantic reflection of the national code and identity, but also the basis for representing the socio-economic priorities and directions of the country's strategic development in the geopolitical space.

Galicia and Donbass as Ideal models of regional identity: sociocultural roots of the confrontation between Western and Eastern Ukraine

The article examines ideal models of regional identity in Ukraine – Galicia and Donbass. It is emphasised that Ukraine, having become a sovereign state and appeared on the political map of the world in 1991, faced the problem of a pronounced mosaic of regions. Individual regions were included in Ukraine already formed as distinctive entities with stable features of culture and way of life of the population. The authors emphasise that on the territory of Ukraine there coexisted a number of territorial complexes that were rather weakly connected with each other, and their subordination to various states due to frequent changes in borders determined their complex interaction. The processes of changing the political affiliation of regions actualise the identification issue, and identity in such conditions turns into a kind of demiurge of reality and can act as the main, and sometimes the only source of meanings. The declaration of independence by Ukraine actualised historically formed contradictions, previously existing mainly latently. The article proves the existence of socio-cultural regions, unique ethno-territorial communities, creating a continuum with a clearly expressed dichotomy - Donbass and Galicia. Beginning from the first years of Ukraine's independence, the image of the new independent country as a great European power, the formation of which has always been hindered and continues to be hindered by Russia, was actively introduced into the consciousness of citizens. That is, a project was promoted based on Galician nationalism (with an emphatically Russophobic basis) and the concept of the "titular Ukrainian nation". In turn, regionalist sentiments in the Eastern Ukraine showed that regional identity can have great potential for the social integration of citizens. Since the 1990s, Donbass has often acted as an object of deliberate "otherness" on the part of the Ukrainian political and cultural elite, which was a contrasting background in the context of the practices of national construction in Ukraine. The authors conclude that the formation of Ukrainian national identity was carried out in a very contradictory manner and was characterised by a clear dominance of regional identity in the Eastern Ukraine against the background of the total promotion of the Galician project, and since 2014, its promotion has been carried out by armed means. However, the violent desire to level the regional identity of the inhabitants of the Eastern Ukraine launched the process of secession of the region - the self-proclamation of the DPR and LPR and their subsequent inclusion in the Russian Federation in 2022.

The Impact of Hu’s Music Diplomacy on Mongolia’s Tourism National Branding Program

This study aims to analyze the impact of Hu's music diplomacy on Mongolia's national branding program. The study employs a descriptive qualitative method with secondary data analysis from journal articles, books, relevant reports, and media covering The Hu's activities. The results indicate that The Hu, with their unique approach of combining traditional Mongolian music elements with modern rock, has successfully raised global awareness of Mongolian culture and enhanced the country's positive image. Their international performances received awards, and collaborations with renowned musicians have introduced Mongolian cultural elements to a wider audience, creating curiosity and appreciation for Mongolia's cultural heritage. Strategic recommendations include greater government support, enhanced collaboration with digital platforms, and educational and cultural exchange programs.

Public opinion and Chinese exports: evidence from Twitter sentiment analysis

This paper employs web-crawling and sentiment analysis techniques to quantify public opinion and then investigates its effects on Chinese exports to trading partners during 2007–2019. The empirical results show that, after the control of possible reverse causality, negative China-related public opinion is associated with decreased exports. This relationship could be nurtured through three channels namely consumer preference, economic policy uncertainty and political conflicts. Further analysis reveals that the observed relationship is especially prevalent in developed markets and non-participatory countries of the Belt and Road Initiative as well as for industrial and capital-intensive products. In addition, it is found that political relation is positively associated with exports and plays a mitigating role in the negative relationship between public opinion and exports. Our findings have important policy implications. Policy makers are encouraged to think outside the box and exploit soft power of country image to promote exports.

Cognitive as opposed to affective country image: the moderating effect of cognition-affect intra-valence nature

PurposeTaking the lens of a cue diagnosticity framework and affective primacy theory, this study aims to examine the relative effects of cognitive and affective country image on consumer cognitive judgement, affective evaluation and behavioural tendency in one integrated model. It also explores how the direct effects may vary with the intra-valence nature (ambivalent vs. univalent) of cognition-affect.Design/methodology/approachThe proposed research model was tested using data from a large Chinese sample and consumer responses to products from four countries − the USA, Japan, Brazil and India.FindingsThe results show that the relative effects of cognitive and affective country image are complex and differ by the intra-valence nature of cognition-affect. On a general level, cognitive and affective country image exert equal influence on affective evaluation and behavioural tendency. In contrast, cognitive country image demonstrates a more prominent effect than affective country image on cognitive judgement. Compared with univalent, ambivalent cognition-affect strengthens the positive impact of affective country image but does not significantly alter the positive impact of cognitive country image on consumer reactions.Originality/valueThis research contributes to the ongoing debate regarding implications of two focal aspects of macro country image by revealing their relative importance in an integrated framework and enriches country-of-origin research through unveiling the uni/ambivalent cognition-affect as a moderator of the relationship between cognitive/affective country image and consumer reactions. The research findings provide implications as to whether and when marketing strategies should focus on leveraging positive (negative) cognitive or affective country image.

Resident’s Willingness to Travel Amidst Increased Post-Crisis Inbound Chinese Tourism: A Country-Of-Origin Effect Perspective

There is a scant academic inquiry into the influence of crisis and post-crisis events on residents’ perceptions, their attitude towards international inbound tourists, and how their subsequent domestic travel behaviour is nuanced by the re-introduction of international tourists post-a-crisis. A conceptual model was developed to explore the influence of China’s post-zero-COVID-19 policy country image on host country resident behaviour. Based on an n=499 South African residents’ sample, the cross-sectional deductive study utilised partial least squares structural equation modelling to explore the proposed hypotheses. Contrary to the extant literature, China’s post-pandemic and policy country-of-origin effect positively influenced South African residents' willingness to engage in domestic tourism despite the potential influx of inbound Chinese tourists. However, there is intriguing heterogeneity in the nuances of the country-of-origin effect, stereotypes, risk perception and interventions on resident perception, and conation. The study confirms the underlying mechanisms in resident post-crisis domestic travel behaviour and contributes to the burgeoning body of knowledge.

Pad Thai: the Thai-ization of Chinese food and the Thai nationalism project by the Phibunsongkhram government

ABSTRACT Pad Thai, an innovation of Chinese kway teow through Thai-ization that became an iconic national dish of Thailand, played a significant role in shaping national identity and constructing the country's national image. This study explored the relationship between nationalist policies and the localization of kway teow during the Phibunsongkhram government (1938-1944), which contributed to the popularity of kway teow in Thailand's lower class in terms of both production and consumption. The examination of government policies and recipes revealed that Thais infused their emotions and the sense of national identity into the production and consumption of kway teow, thereby enhancing the bond between individuals and the nation and laying a more solid base for the implementation of nationalist policies. The innovation of Pad Thai was one such nationalist policy that was disseminated top-down by the Phibunsongkhram government, making it a national food of Thailand by highlighting its Thai characteristics and including it in its National Nutrition Project. However, Pad Thai was not purely a national Thai dish; rather, it was one that existed in Thais' imagination. In revealing the nature of national cuisine and its importance in nation-building, this study's findings contribute to the significant role of localizing Chinese food in Thai nation-building.

The Role of Country Origin and Product Knowledge in Wuling Electric Car Purchase Decision in Indonesia

In today's competitive marketing landscape, understanding factors influencing consumer purchase decisions is crucial. This study examines the impact of country-of-origin image and product knowledge on the purchasing decisions for Wuling electric vehicles in Indonesia. Employing a descriptive quantitative approach with a sample of 104 respondents, the research uses literature reviews and questionnaires to gather data. Multiple linear regression analysis reveals that both country-of-origin image and product knowledge significantly affect purchasing decisions, with positive coefficients indicating their substantial influence. Specifically, a favorable perception of China's technological advancements and product quality, alongside strong product knowledge, plays a vital role in shaping consumer choices. The findings suggest that Wuling should focus on enhancing its country image and leveraging social media to increase brand awareness. Future research could expand to include additional variables and countries for a broader understanding of purchase decision factors

How do online reviews moderate effects of country image on product image and purchase intention: cases of Korean and US products in Vietnam

PurposeThis paper examines the moderating effects of online reviews on the relationship between country image, product image, and purchase intention of products from two developed countries in Vietnam.Design/methodology/approachThis current research used a cross-sectional design. Data was collected via questionnaires, and 305 responses were left after refining. The collected data were analyzed using exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and multi-group analysis methods.FindingsAffective country images do not directly affect purchase intention when online review quality and positivity are high. Cognitive country images still directly affect purchase intention when online review positiveness is low. However, online review quantity does not moderate the effects of country images on product images and purchase intention.Research limitations/implicationsCognitive country image consistently affects purchase intention through the central route independent of online reviews. In contrast, the affective country image will likely affect purchase intention through the peripheral route when online reviews are insufficient for customers.Practical implicationsFirms can mitigate the adverse effects of country image, especially cognitive country image, in foreign markets by improving online review quality and positiveness.Originality/valueOur study extended existing literature by providing a better understanding of the nature of country image and the roles of country image dimensions in shaping product image and purchase intention in the context of the increasing popularity of online reviews.

“Silk Road Utopia”: The Construction of National Image along the Belt and Road Initiative by Chinese Travel Variety Shows—— Taking Divas Hit The Road Season V as an Example

The news documentary Divas Hit The Road Season V, jointly produced by Hunan Radio and Television News Center and Mango TV, was broadcast, which showed the stories of young people and locals in countries along the Belt and Road Initiative and China. Based on the theory of space production, this paper analyses the construction of the national image of the Silk Road countries by the program. It was found that the program produced the Silk Road countries into a utopian national image through character setting, visual aesthetics and scene creation. “Silk Road Utopia” includes its culture, life and international relations. However, it should also be pointed out that the national image presented by the program is a filtered national image.

ANALYSIS OF COUNTRIES' IMAGE FROM THE PERSPECTIVE OF THEIR CONSUMERS: THE IMPACT OF POLITICAL, ECONOMIC, AND TECHNO-SOCIO-CULTURAL DESIRE

Thel Monteiro E-mail: thel.monteiro@puc-campinas.edu.br Doctor, Pontifícia Universidade Católica de Campinas Campinas, Brazil https://orcid.org/0000-0002-0290-1676 Henrique Maganin E-mail: henriquemaganin@gmail.com Bachelor, Universidade Metodista de Piracicaba Piracicaba, Brazil https://orcid.org/0009-0000-4672-0116 Sandra Fantin E-mail: sandra.fantin@puc-campinas.edu.br Master, Pontifícia Universidade Católica de Campinas Campinas, Brazil https://orcid.org/0000-0002-0975-8876 Emígido Larios -Gomez E-mail: herr.larios@gmail.com Benemérita Universidade Autônoma de Puebla Puebla, Mexico https://orcid.org/0000-0002-3514-1319 Mónica Otero E-mail: monica.penalosa@utadeo.edu.co Master, Universidade de Bogotá Bogota, Colombia https://orcid.org/0000-0002-2208-9224 Abstract: This study aims to deepen the understanding of marketing and the development of its strategies, with a particular focus on marketing mix management. It seeks to identify consumer perceptions from three Latin American countries regarding their national images, considering the impact of political, economic, and techno-social factors. The project employs an exploratory study design, utilizing both primary and secondary data, bibliographic research, and descriptive statistics through the country image scale developed by Martin and Eroglu (1993). According to these authors, country image is defined as the totality of all descriptive, inferential, and informative beliefs about a particular country. The study highlights the implications of utilizing marketing strategies based on these evaluations and perceptions, emphasizing the necessity of constructing a trustworthy image for consumers in the execution of goods or services. Keywords: Marketing strategy, Country image, retail. JEL classification: M30