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The Concept Of Online Image Of A Brand And Its Application To Nation Brands
Unformatted Document Text:  Giorgi Topouria: The Concept Of Online Image Of A Brand And Its Application To Nation Brands 24 online at any given moment in time. Again, it is important to emphasize that other conceptualizations of nation-brand image and its key perspectives are all perception-based and, therefore, property of the consumers, specific to them and located in their minds. These perceptions are likely to be different across audience segments, but relatively homogenous within them. On the other hand, the concept of online image of a nation-brand is information- based and, thus, it is independent of the consumers, is a property of a nation-brand and is located in the medium. Picture 1 I suggest expanding Fan‘s model (2008, Appendix 4) by adding online image of a nation-brand to it (Pic. 1) and relating it to the ―key perspectives‖ of nation-brand image suggested by Fan. In this expanded model (Pic 1.), online image is a central uniting component, since it interacts with all of the nation-image perspectives. It affects and is affected by each and every one of these perspectives. At the same time, it remains universal across the board and the same for everybody at any given moment in time (online image has no cross-sectional variance, while on the other hand, it is dynamic – changes with every interaction and, thus, has permanent process variance).

Authors: Topouria, Giorgi.
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Giorgi Topouria: The Concept Of Online Image Of A Brand And Its Application To Nation Brands  
 
24 
 
online at any given moment in time. Again, it is important to emphasize that other 
conceptualizations of nation-brand image and its key perspectives are all perception-based and, 
therefore, property of the consumers, specific to them and located in their minds. These 
perceptions are likely to be different across audience segments, but relatively homogenous 
within them. On the other hand, the concept of online image of a nation-brand is information-
based and, thus, it is independent of the consumers, is a property of a nation-brand and is located 
in the medium. 
 
Picture 1 
I suggest expanding Fan‘s model (2008, Appendix 4) by adding online image of a nation-brand 
to it (Pic. 1) and relating it to the ―key perspectives‖ of nation-brand image suggested by Fan. In 
this expanded model (Pic 1.), online image is a central uniting component, since it interacts with 
all of the nation-image perspectives. It affects and is affected by each and every one of these 
perspectives. At the same time, it remains universal across the board and the same for everybody 
at any given moment in time (online image has no cross-sectional variance, while on the other 
hand, it is dynamic – changes with every interaction and, thus, has permanent process variance). 


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