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The Concept Of Online Image Of A Brand And Its Application To Nation Brands

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Abstract:

Unlike traditional media, Internet, which is a dynamic global information system, is no longer just communication channel, but environment into which human communication and interactions are moving, and where these interactions leave tangible trace, forever changing the environment itself and parties involved.
Under these circumstances, the concept of brand acquires new momentum and special importance, especially for nations. With globalization and IT revolution, countries have become increasingly aware of their image internally and internationally. The concept of brand has strong connection to reputation and image of a country which is becoming increasingly important in world where everything is interconnected. Many countries adopted approach that looks at nations as brands and started managing their country’s image based on branding methods and practices developed within advertising, marketing and PR fields. This approach has become known as nation branding.
Based on Chaffee’s blueprint, the paper provides detailed explication of concept of online brand image conceptualized as dynamic sum of all available online information related to brand. Explication includes: justification, empirical description, primitive terms, underlying assumptions, variables, unit definition, operationalization and measurement. Further, the concept is applied to nation-brands, integrated into framework of conceptual model of nation image formation and is used as foundation for expansion of conceptual model of key perspectives in nation image.
Paper suggests an expanded model of image of nation-brand and defines directions of future study of how online brand image of nation affects countries’/nations’ reputation and global competitiveness.

Most Common Document Word Stems:

brand (255), nation (213), imag (173), onlin (104), concept (68), differ (52), ident (51), 2008 (49), countri (47), import (39), inform (39), nation-brand (36), person (36), fan (34), communic (32), applic (32), giorgi (30), topouria (30), percept (29), audienc (28), perspect (28),
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Name: Association for Education in Journalism and Mass Communication
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http://www.aejmc.org


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URL: http://citation.allacademic.com/meta/p519149_index.html
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MLA Citation:

Topouria, Giorgi. "The Concept Of Online Image Of A Brand And Its Application To Nation Brands" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Grand & Suites Hotel, St. Louis, MO, Aug 10, 2011 <Not Available>. 2014-11-25 <http://citation.allacademic.com/meta/p519149_index.html>

APA Citation:

Topouria, G. , 2011-08-10 "The Concept Of Online Image Of A Brand And Its Application To Nation Brands" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Grand & Suites Hotel, St. Louis, MO Online <APPLICATION/PDF>. 2014-11-25 from http://citation.allacademic.com/meta/p519149_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Unlike traditional media, Internet, which is a dynamic global information system, is no longer just communication channel, but environment into which human communication and interactions are moving, and where these interactions leave tangible trace, forever changing the environment itself and parties involved.
Under these circumstances, the concept of brand acquires new momentum and special importance, especially for nations. With globalization and IT revolution, countries have become increasingly aware of their image internally and internationally. The concept of brand has strong connection to reputation and image of a country which is becoming increasingly important in world where everything is interconnected. Many countries adopted approach that looks at nations as brands and started managing their country’s image based on branding methods and practices developed within advertising, marketing and PR fields. This approach has become known as nation branding.
Based on Chaffee’s blueprint, the paper provides detailed explication of concept of online brand image conceptualized as dynamic sum of all available online information related to brand. Explication includes: justification, empirical description, primitive terms, underlying assumptions, variables, unit definition, operationalization and measurement. Further, the concept is applied to nation-brands, integrated into framework of conceptual model of nation image formation and is used as foundation for expansion of conceptual model of key perspectives in nation image.
Paper suggests an expanded model of image of nation-brand and defines directions of future study of how online brand image of nation affects countries’/nations’ reputation and global competitiveness.


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