Advancing the country image construct — A commentary essay
作者： Saeed Samiee
DOI: 10.1016/J.JBUSRES.2008.12.012
关键词: Globalization 、 Relevance (law) 、 Marketing 、 Foreign direct investment 、 Process (engineering) 、 Country of origin 、 Quality (business) 、 Economics 、 Positive economics 、 Construct (philosophy) 、 Ecological validity
摘要: Abstract This article provides a review of the study by Roth and Diamantopoulos (2009), “Advancing country image construct,” with view towards highlighting gaps in broader country-of-origin literature. The literature mostly ignores pivotal points that should influence both direction design country-related research international marketing. At least six key considerations deserve concurrent attention future studies. They include: (1) globalization markets, (2) ecologically appropriate designs, (3) knowledge, saliency, use, (4) labeling practices requirements, (5) focus on segments, (6) role origin foreign direct investment process. commentary essay explores these issues enhancing relevance, ecological validity, quality efforts.
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