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Country Branding -a relatively new type of marketing and public diplomacy- is a developing field and a tool that governments use to promote their goods and services and to enhance awareness about their country, promote tourism, increase trade and attract foreign direct investment (FDI) and talent. A Country Brand is more than a sum of its products. The purpose of this literature review is to investigate the key components of international and intercultural transactions and to focus on how these influence the Nation Brand. In the global marketplace, where products and services from different countries are competing for market share, it is important to understand how a product's place of origin contributes its overall image, and how consumers relate to the foreign product. By identifying the consumer it is possible to gain an understanding of the cultural influences that determine the consumers' relation to the product, service, or Nation Brand. Likewise, this paper relates previous studies in the fields of country-of-origin (COO) and consumer studies as influential factors the evolution of Country Branding. By gaining a clear idea of the relationship between these three fields -COO, consumer and Country Branding-, scholars and professionals can assess the influence that a product's country-of-origin has on its audience, and create country brands that effectively define the product and reach target consumers. [ABSTRACT FROM AUTHOR]

The aim of the research was to determine consumer perceptions of meat products regarding their origin and the potential impact of their origin on the sensory evaluation of other meat properties. Data were collected during the experiment. By testing the correlation model with multiple analyses of variance for repeated measures, it was determined that there was a statistically significant correlation between the factors. The important contribution of the research is the surveyed issue and the approach to researching the impact of product origin on scientific field of marketing and field of consumer behavior. The research represents a deeper investigation of impact of country-of-origin (COO) on consumer perceptions. An integrated approach to the research of the impact of meat origin was chosen to form interlinks between meat origin and its other sensorical properties. [ABSTRACT FROM PUBLISHER]

Country-of-Origin (COO) information has been used as an advertising appeal. Although it has been confirmed to influence advertising effectiveness, previous research in advertising has not fully taken different COO facets into consideration. This study proposes that two COO facets (Country-of-Assembly (COA) and Country-of-Design (COD)) in advertisements are processed distinctively by consumers. Specifically, COA is processed cognitively, while COD is processed affectively. This study tested the interplay between COO facets and country stereotypes (functional and emotional) on advertising effectiveness. The results present a matchup effect between COO facets and country stereotypes. The results presented a matchup effect, such that participants express more favorable attitude towards the advertisement when they saw COA with a functional country or COD with an emotional country. Product types (utilitarian vs. hedonic) do not influence such a matchup effect. Theoretical and practical implications of the findings as well as future research directions are also discussed. [ABSTRACT FROM PUBLISHER]