基于态度理论的国家形象及影响因素研究

Abstract:From the perspective of branding and public relations，the researches of the country image as the attitude consisting of cognitition，emotion and behavioral attention and its formation included two trends：one is meida-oriented country image research focusing on the media coverage of a country；another is country-origin effect literatures concentrating on the effect of COE on the consumer behavior. Little attention has been paid to the country image which established through multi-factors. This study tested the validity and realibility of country image concept as an attitude，and six-influencing factor models of enterprise brands，policy，investment，culture，people. Using the structure equation modeling and samples from mainland china，Taiwan，South Korea，the findings show that three dimensions of country image make different contributions for different country image，and the six factors also make significant different impact on the country image in different country.

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