This is the first-ever book about product and country images. It discusses the nature and role and influence of product-country images in international marketin

'The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant, which is why I believe the book hel

Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defi

This book features in-depth analyses of interactions between brand, country and product images; real-life examples of country branding; and guidelines for manag

This book presents key insights about the challenges and the approaches they applied. All companies are featured in 15 teachable case studies – ready to use i