Conceptualizing country-of-origin image as a country-specific advantage: An insider perspective

نویسندگان

چکیده

This study proposes a new approach to the Country-of-Origin Image (COI) literature. Unlike previous research which gathers COI from an outsider (external) perspective, it argues that phenomenon should be understood insider (internal) is how national stakeholders within home country perceive COI. Measuring image of perspective can help its recognize as valuable resource translated into Country-Specific Advantages (CSA). It thus introduces construct ‘Country Self-image’ (CSI) covers and identifies antecedent based CSA (COI-CSA). adapts validates scale CSI this effect test relationship between COI-CSA by performing structural equation modeling (SEM) on dataset collected two different surveys. The adapted comprises six dimensions twenty-three items.

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ژورنال

عنوان ژورنال: Journal of Business Research

سال: 2021

ISSN: ['1873-7978', '0148-2963']

DOI: https://doi.org/10.1016/j.jbusres.2021.05.034