Measurement of a country brand : the Country Brand Strength Index

This thesis applies the Country Brand Strength Index (CBSI) developed by Marc Fetscherin in 2010, in a 5-year period analysis to conduct a longitudinal study applying it to 31 countries. The CBSI proposed is an alternative measurement to existing subjective survey-based measurement indexes. We want...

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Detalhes bibliográficos
Autor principal: Ribeiro, Bárbara Schoeppen de Magalhães Álvares (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2017
Assuntos:
Country branding
Country of origin effect
Country image
Destination branding
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Texto completo:http://hdl.handle.net/10400.14/23603
País:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/23603

Texto Completo

http://hdl.handle.net/10400.14/23603

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