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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 25 Each of the perspectives of the nation image has its representation in the online brand image of the nation and contributes information to it. Thus, online image of the nation could be used to measure specific aspects of each of the perspectives, as well as relationships between these different perspectives. At the same time, the available online information about the nation (online image of the nation) also has effect in the opposite direction, since it itself affects each of these perspectives. These linkages and relationships between the online image of the nation and Fan‘s key perspectives of nation image need to be examined along with the specific role that the online image of the nation plays in these linkages and relationships – whether it has direct or indirect effects and is a mediator or moderator for each of the links between these perspectives. Thus, the proposed diagram suggests an expansion and further development of Fan‘s model presented in the Appendix 4 and, I believe, opens up a wide avenue for multiple lines of research in several directions. Conclusion Based on the existing theoretical framework (Anholt, 2002; Dinnie, 2008; Fan, 2008), the study suggests a new conceptual model which will further develop and expand the existing model of formation of nation-brand image, by suggesting a new concept of online image of a nation-brand. It is expected, that the study will gradually lead to the development of an approach to accumulate data and analytics that will help identify problem areas and provide support for designing, implementing and evaluation of major communication efforts and interventions, as well as serve as a tool to monitor progress of such communication efforts. Thus, the suggested approach and methodology should become an invaluable management tool for keepers of a nation-brand.

Authors: Topouria, Giorgi.
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Giorgi Topouria: The Concept Of Online Image Of A Brand And Its Application To Nation Brands  
 
25 
 
Each of the perspectives of the nation image has its representation in the online brand image of 
the nation and contributes information to it. Thus, online image of the nation could be used to 
measure specific aspects of each of the perspectives, as well as relationships between these 
different perspectives. At the same time, the available online information about the nation 
(online image of the nation) also has effect in the opposite direction, since it itself affects each of 
these perspectives. 
These linkages and relationships between the online image of the nation and Fan‘s key 
perspectives of nation image need to be examined along with the specific role that the online 
image of the nation plays in these linkages and relationships – whether it has direct or indirect 
effects and is a mediator or moderator for each of the links between these perspectives. Thus, the 
proposed diagram suggests an expansion and further development of Fan‘s model presented in 
the Appendix 4 and, I believe, opens up a wide avenue for multiple lines of research in several 
directions.  
Conclusion 
Based on the existing theoretical framework (Anholt, 2002; Dinnie, 2008; Fan, 2008), the study 
suggests a new conceptual model which will further develop and expand the existing model of 
formation of nation-brand image, by suggesting a new concept of online image of a nation-brand. 
It is expected, that the study will gradually lead to the development of an approach to accumulate 
data and analytics that will help identify problem areas and provide support for designing, 
implementing and evaluation of major communication efforts and interventions, as well as serve 
as a tool to monitor progress of such communication efforts. Thus, the suggested approach and 
methodology should become an invaluable management tool for keepers of a nation-brand. 


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