This is the first-ever book about product and country images. It goes considerably beyond what was known until now about these images on buyer behavior and inte

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

A current and comprehensive treatment of the role of product-country images in international marketing strategy and consumer behavior, for academic and applied

Alexander Buhmann develops a new model for measuring the constitution and effects of country images by combining well-established concepts from national identit

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