'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

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

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

Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environ