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PurposeThe purpose of this paper is to explore the impact of country of origin (COO) information on brand perception and brand image structure.Design/methodology/approachThrough an analytical review, research hypotheses were built. An empirical investigation was carried out among Japanese consumers. Two brands of electronics with different levels of reputation were investigated.FindingsResults showed that COO had an effect on brand perception. This effect differs across brands and across countries of production. Brand‐origin appears to be of significant impact on consumer perception. Brand images are found to be multidimensional. Their structures differ across brands and across COO.Research limitations/implicationsCOO has multiple effects on brand image perception. Brand image is multidimensional. This research dealt with one type of product among culturally similar respondents which may limit the finding.Practical implicationsMarketing actions should be customized across brands with different levels of reputation. Brand image should be assessed as a multidimensional concept incorporating multiple facets. Consumers are influenced by the brand‐origin. Marketers should be aware of this association.Originality/valueThis research tests the multidimensional aspect of brand image structure and effect of COO information on brand image structure. Results show that COO information affects both the degree of fragmentation of brand image as well as its composition.

Due to the latest war, that unfortunately has a worldwide impact not only on humanitarian emergency, on the attacked country, but as well as at the economic level with greater international influence. Almost all countries, with very few exceptions, have interdependent economies and rely mainly on raw materials, goods, financial services, finite products, technology, know-how that are supplied by other states. We live in a Global World, where friendship, stewardship, understanding, mutual respect and the protection of humans' life must prevail both for very few "blessed", but also for all the inhabitants of the Earth. The recovery after the CoVid-19 pandemic is not complete, as the actual pandemic was not totally wiped out; many countries still need time to restore their Gross National Income, as a result, different economic sectors were likewise affected by medical emergency and restrictions. Innumerable multinational companies decided, owing to the latest war against Ukraine, to cease, suspend and even withdraw their activities, production and even brands from the aggressive country. In this article, we want to discover if appealing to this kind of measures has increased their brand image among actual and potential customers. The findings are quite intriguing.

In diesem Open-Access-Buch schlägt Matthias Albisser eine Konzeptualisierung von Brand Content als Botschaften der Unternehmenskommunikation vor, die gleichberechtigt eine Unternehmensperspektive (Imageaufbau) und eine Userperspektive (Mehrwert für User) einnehmen. Anhand einer experimentellen Umfrage wird der Einfluss von informativem (Tipps und Tricks) und unterhaltendem (Memes) Brand Content auf das funktionale und das emotionale Markenimage analysiert.

This document is the Accepted Manuscript version of a published work that appeared in final form in International Journal of Business and Globalisation. To access the final edited and published work see https://doi.org/10.1504/IJBG.2018.095479 ; For past three decades, the academic community has sought to advance the analysis relating to the image of several countries around the world. In relation, several studies have since been published on contemporary relevance of the image of a given country, and its subsequent effects on product evaluations and purchase intentions, among other behavioural outcomes. Nonetheless, despite the importance of the theory of attitude in evaluating the image of a country, the majority of papers in the field has focused on the cognitive component of attitude only, having the other components, affective and conative, not thoroughly being examined. As a result, with an aim to extend our current understanding into the role of attitudes on country brand image, this paper considers the conations more broadly such as, the predisposition for traveling, doing businesses, investing, working in the country, as well as, the willingness for either buying products made in the Brazil or shopping in the Brazil. Additionally, the purpose of this paper is to investigate Brazil's country brand image, based on the three-attitudinal categories "cognitive", "affective", and "conative". The methodological approach taken in this study is a quantitative method via an online survey. The study population consisted of the 427 undergraduate students at foreign institutions partaking agreements with a Brazilian public university. Attitudes were analysed using exploratory factor analysis to correlate potential impact on Brazils' country brand image. The country's image refers to a construct derived from the concept of attitudes, being comprised of cognitive, affective, and conative components. Results of this study indicate that the conative dimension received the highest scores of the respondents implying strong behavioural intentions in relation to Brazil's country brand image. It is also noteworthy that the technical dimension presented a more negative assessment in comparison to all other dimensions of Brazil's image, indicating that such a cognitive element to be adequately developed to highlight better brand assurance.

Einleitung -- Marke und Markenkommunikation -- Userperspektive auf Brand Content: Der Uses-and-Gratifications-Ansatz -- Informationsverarbeitung und Wirkung von Markenkommunikation -- Forschungsstand, Hypothesen und Forschungsmodell -- Empirisches Vorgehen -- Resultate: Der Einfluss des Brand Contents auf das Markenimage -- Diskussion.

PDIP atau Partai Demokrasi Indonesia Perjuangan merupakan salah satu partai politik yang berperan penting dalam kemajuan dunia politik di Indonesia. Salah satu tokoh yang berperan penting sebagai juru bicara dan penggagas PDIP adalah Megawati Soekarnoputri. Komunikasi menjadi salah satu aspek dan juga faktor penting dalam penyampaian pesan politik di dalam suatu partai politik. Penelitian ini bertujuan untuk mengetahui komunikasi politik Megawati dalam membangun brand image PDIP, sebagai Ketua Umum PDIP yang juga berperan penting sebagai wajah dari partai politik ini. Jenis penelitian ini merupakan penelitian kualitatif dengan menggunakan metode studi kasus. Konsep yang digunakan dalam penelitian ini, diantaranya seperti ilmu politik, komunikasi politik, partai politik dan juga brand image. Hasil penelitian ini menunjukkan bahwa Megawati Soekarnoputri merupakan sosok yang tegas dan demokratis dalam menyampaikan pesan politik. Kesimpulan dari penelitian ini menunjukkan bahwa komunikasi politik yang dilakukan oleh Megawati Soekarnoputri selaku pemimpin partai cukup baik dalam membangun brand image dari PDIP.