Abstract
The country image (CI) literature has grown and represents a prominent body of knowledge. The goal of this study is to unfold its intellectual basis to develop a better understanding of the foundational building blocks and provide future research directions using a multidimensional scaling map of the knowledge upon which CI works is based. We identify 45 CI studies with 3,138 citations. The resultant spatial configuration unfolds six groups of influential works with a shared knowledge base, which assists in identifying areas needing research attention. Based on these results, key avenues for future research are discussed.
| Original language | English |
|---|---|
| Title of host publication | Handbook on Cross-Cultural Marketing |
| Publisher | Edward Elgar Publishing Ltd. |
| Pages | 37-50 |
| Number of pages | 14 |
| ISBN (Electronic) | 9781788978545 |
| ISBN (Print) | 9781788978538 |
| DOIs | |
| State | Published - 1 Jan 2020 |
| Externally published | Yes |
Bibliographical note
Publisher Copyright:© Glen H. Brodowsky and Camille P. Schuster 2020 2020. All rights reserved.
ASJC Scopus subject areas
- General Economics, Econometrics and Finance
- General Business, Management and Accounting