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Use, abuse or contribute! A framework for classifying how companies engage with country image

机译：使用，滥用或贡献！分类公司如何与国家形象互动的框架

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Purpose - The purpose of this paper is to examine the use of a positive country image (CI) by companies. First, it examines how organisations embed dimensions of a positive country image into their external marketing communications. Second, it examines the alignment between the countries' image dimensions and those of the company and how company values and actions could act to either use, abuse and detract from an established CI. Design/methodology/approach - A two-part methodology was adopted. Two countries with strong positive CIs were chosen for comparison purposes. Content analysis of web sites, together with interviews with company representatives, were undertaken. Findings - The use of the CI/country-of-origin framework is extended from an extrinsic "made in" cue for consumers, to being part of the value offering of a particular product or service from an organisational perspective is extended. Evidence is structured into a framework of companies which use and/or contribute to the CI. Research limitations/implications - The two chosen countries both have positive CIs: future research should examine this relationship in countries with different images. The sample size is relatively small and future research should determine the generalisability of the proposed typology. Practical implications - Generating, communicating and maintaining a CI requires co-ordinated efforts from policy makers but needs to be built on solid foundations of reality: companies using CIs should be cognisant of the alignment between their actions, messages and the CI. Originality/value - This study extends prior work by examining the relationship between CI, company strategy, products and services offered and the manner in which companies action's can affect CI.
机译：目的-本文的目的是研究公司对正面国家形象（CI）的使用。首先，它研究了组织如何将正面国家形象的维度嵌入其外部营销传播中。其次，它研究了国家和公司的形象尺寸之间的一致性，以及公司的价值观和行动如何采取行动来使用，滥用和损害已建立的配置项。设计/方法/方法-采用了两部分方法。为了比较，选择了两个具有强烈CI的国家。网站内容分析以及与公司代表的访谈都进行了。调查结果-CI /起源国框架的使用已从为消费者提供的外部“内在”提示扩展到从组织的角度扩展到特定产品或服务的价值提供的一部分。证据被构造为使用和/或为CI做出贡献的公司的框架。研究的局限性/意义-所选的两个国家的CI均为正：未来的研究应在图像不同的国家研究这种关系。样本量相对较小，未来的研究应确定所提议类型的一般性。实际含义-生成，传达和维护配置项需要决策者的协调努力，但需要建立在坚实的现实基础上：使用配置项的公司应认识到其行为，信息与配置项之间的一致性。原创性/价值-这项研究通过检查CI，公司战略，提供的产品和服务之间的关系以及公司行为可以影响CI的方式，扩展了以前的工作。

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