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Country brand equity (CBE) is expanding in theory and in practice; however, little has been published on its conceptualization. By incorporating 'reputation' into the place brand equity construct at a country level, we provide a theoretical multidimensional framework for CBE. Seventeen interviews with international researchers were undertaken for theory building. A seven-dimensional CBE framework was developed according to the interpretations of two constructs -country brand reputation ('sharedoi:10.1590/1807-7692bar2020180128 fatcat:55qem4dxenf47jwk25nvxlwnru