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The Concept Of Online Image Of A Brand And Its Application To Nation Brands
Unformatted Document Text:  Giorgi Topouria, Missouri School of Journalism The Concept Of Online Image Of A Brand And Its Application To Nation Brands Abstract Based on Chaffee‘s blueprint, the paper provides a detailed explication of the concept of online brand image conceptualized as a dynamic sum of all available online information related to a brand. Explication includes: justification, empirical description, primitive terms, underlying assumptions, variables, unit definition, operationalization and measurement. Further, the concept is applied to nation-brands, is integrated into the framework of the conceptual model of nation image formation and is used as a foundation for the expansion of the conceptual model of key perspectives in nation image. Introduction Purpose This paper provides a detailed explication of the concept of online brand image and applies it to nation-brands within the framework of the conceptual model of the formation of nation image (Dinnie, 2008, Fan 2008). The paper integrates this explicated concept with the conceptual model of the key perspectives in nation image (Fan, 2008), and offers an expanded model of the formation of Image of a Nation Brand. Central to this study are concepts of brand image and online image of a brand, which are applied to nations. Brand image is defined as audiences‘ perception of brand identity (or personality), which they form along the key dimensions/attributes that determine the identity/personality of a given brand. Online image of a brand is conceptualized as a sum of all online information related (containing references) to a brand that is available online, in other words – dynamic set of all relevant online information, which is an online representation of a brand. Both of these concepts will be discussed in detail later in the paper.

Authors: Topouria, Giorgi.
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Giorgi Topouria, Missouri School of Journalism 
The Concept Of Online Image Of A Brand And Its Application To Nation Brands  
 
Abstract 
Based on Chaffee‘s blueprint, the paper provides a detailed explication of the concept of online 
brand image conceptualized as a dynamic sum of all available online information related to a 
brand. Explication includes: justification, empirical description, primitive terms, underlying 
assumptions, variables, unit definition, operationalization and measurement. Further, the concept 
is applied to nation-brands, is integrated into the framework of the conceptual model of nation 
image formation and is used as a foundation for the expansion of the conceptual model of key 
perspectives in nation image. 
Introduction 
Purpose 
This paper provides a detailed explication of the concept of online brand image and applies it to 
nation-brands within the framework of the conceptual model of the formation of nation image 
(Dinnie, 2008, Fan 2008). The paper integrates this explicated concept with the conceptual 
model of the key perspectives in nation image (Fan, 2008), and offers an expanded model of the 
formation of Image of a Nation Brand. Central to this study are concepts of brand image and 
online image of a brand, which are applied to nations. Brand image is defined as audiences‘ 
perception of brand identity (or personality), which they form along the key 
dimensions/attributes that determine the identity/personality of a given brand. 
Online image of a brand is conceptualized as a sum of all online information related (containing 
references) to a brand that is available online, in other words – dynamic set of all relevant online 
information, which is an online representation of a brand. Both of these concepts will be 
discussed in detail later in the paper. 
 


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