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Corporate and country image: a bilateral relationship
Proceedings of the International Conference on Business Excellence
Analyzing this important relationship between corporate image on one side, and country image on the other side is an interesting and actual topic in the context of the increasing level of globalization. Although the subject was approached by place branding scholars and practitioners, there is still a high need for theoretical and empirical research. This documentary article focuses more on the concept of transfer of image, from corporation to country and from country to corporation, but seendoi:10.2478/picbe-2018-0006 fatcat:37o37ycuava47gishrkel43uia