Marketing i Zarządzanie

Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu


ISSN: 2450-775X     eISSN: 2353-2874    OAI    DOI: 10.18276/miz.2017.47-01
CC BY-SA   Open Access 

Issue archive / nr 1 (47) 2017
External construed country image ‒ the essence and the possibilities related to measurement of its conformity with internal country image

Authors: Magdalena Daszkiewicz
Uniwersytet Ekonomiczny we Wrocławiu, Wydział Nauk Ekonomicznych
Keywords: external construed country image country image external construed image internal country image country image measurement
Data publikacji całości:2017
Page range:10 (11-20)
Klasyfikacja JEL: M38 M39 M30 Z33
Cited-by (Crossref) ?:

Abstract

The paper aims to determine the essence of construed external country image and the possibilities related to measurement of its conformity with internal country image. The basis for the performance of this purpose is literature studies and a qualitative online survey. The issue of construed external image, although present in the literature in relation to organizations, was not touched upon in the case of country image research. The author analyses the possibilities related to measurement of external construed country image, focusing on the conformity of this image with the internal country image. Research on determining the causes of partial or total unconformity of these dimensions of country image is of cognitive importance and indicates the direction of communication activities aimed at improving country image, as well as sense of national identity.
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