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Conceptualising the influence of corporate image on country image

Carmen Lopez (Brunel Business School, Brunel University, London, UK)
Manto Gotsi (Cardiff Business School, Cardiff University, Cardiff, UK)
Constantine Andriopoulos (Cardiff Business School, Cardiff University, Cardiff, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 15 November 2011

Abstract

Purpose

The aim of this paper is to examine the influence of corporate image on shaping the image of its country of origin (hereafter country image).

Design/methodology/approach

The authors develop a conceptual framework and a series of propositions, grounded on previous studies on country of origin (COO), image transfer, corporate and place branding.

Findings

The framework proposes that the influence of corporate image on country image can be moderated by four individual (country familiarity, corporate familiarity, brand image fit and corporate brand category‐country brand image fit) and two corporate level variables (international visibility and market visibility).

Research limitations/implications

A series of propositions is offered that aims to stimulate empirical research in this topical subject.

Originality/value

Despite increasing acknowledgement of the influence that the image of corporations may exert on the image of their COO, this relationship has been under‐researched. This paper draws insights from theoretical and empirical studies to shed some light on this area. A framework is presented which transcends previous corporate image formation models by looking at the other way of the relationship between corporate image and country image.

Keywords

Citation

Lopez, C., Gotsi, M. and Andriopoulos, C. (2011), "Conceptualising the influence of corporate image on country image", European Journal of Marketing, Vol. 45 No. 11/12, pp. 1601-1641. https://doi.org/10.1108/03090561111167315

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited