National Image and Competitive Advantage: The Theory and Practice of Country-Of-Origin Effect [Hardcover]

Eugene D. Jaffe (Author), Israel D. Nebenzahl (Author)

Book Description

Publication Date: May 2001

This book features in-depth analyses of interactions between brand, country and product images; real-life examples of country branding; and guidelines for managerial action, making it a usful resource for students of International Marketing, International Business and Consumer Behaviour as well as for international marketing managers, industry leaders and government officials. Subjects covered include: Consumers' perception of countries as sources for brands and products; how to utilize country try image by the firm; how to manage national promotion campaigns of country image; country of origin labeling requirements; the use of the made-in label as a trade barrier; and the future role of brand and country images in the age of eCommerce. Eugene D. Jaffe is Professor and Israel D. Nebenzahl is Associate Professor, both at the Graduate School of Business Administration, Bar-Ilan University, Israel.

Editorial Reviews

Review

"...provides a highly useful and well-informed overview of national image and its effects on domestic and international demand..." -- Professor Nicolas Papadopoulos, Carleton University, Canada

"...provides a highly useful and well-informed overview..." -- Professor Nicolas Papadopoulos, Carleton University, Canada

"...up-to-date examples and supporting evidence...useful lessons for identity professionals...comprehensive and complete work." -- Jack Yan, CEO, Jack Yan & Associates

"...useful lessons for identity professionals applying national branding to any product or service making use of a country's image." -- Jack Yan, CEO, Jack Yan & Associates --This text refers to an alternate Hardcover edition.

About the Author

Eugene D. Jaffe is Professor and Israel D. Nebenzahl is Associate Professor, both at the Graduate School of Business Administration, Bar-Ilan University, Israel. --This text refers to an alternate Hardcover edition.

Product Details

• Hardcover: 186 pages
• Publisher: Copenhagen Business School Pr; 1. Ed edition (May 2001)
• Language: English
• ISBN-10: 8716135164
• ISBN-13: 978-8716135162
• Product Dimensions: 9.3 x 6.4 x 0.7 inches
• Shipping Weight: 14.9 ounces
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #9,471,594 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars The definitive guide to country-of-origin effect, October 21, 2001

By 

Jack Yan (Wellington, New Zealand) - See all my reviews
(REAL NAME)   

This review is from: National Image and Competitive Advantage: The Theory and Practice of Country-Of-Origin Effect (Hardcover)

Two of the world's leading country-of-origin academics have collaborated on this strong work on national image. It is not for the faint-hearted: Profs Jaffe and Nebenzahl have backed up their theories with hard, academically rigorous research. It is not a book for the casual marketer, but for a marketing expert that has an understanding of the qualitative and quantitative analyses of marketing research. Despite the academic foundation, the authors have filled this book with up-to-date examples, including the Rover sale by BMW and the revival of the `Buy New Zealand made' campaign in late 2000. There are useful lessons for identity professionals applying national branding to not only nations but any product or service making use of a country's image. Those charged with promoting nations will be advised to read this comprehensive and complete work.