TY  - JOUR
T1  - A Holistic Concept based on Modern Influential Techniques of Integrated Marketing Communication: A Country Image Model
JO  - Journal of Emerging Trends in Marketing and Management
VL  - I
IS  - 1
SP  - 71
EP  - 90
PY  - 2022
DA  - 2022/08/05
PB  - The Bucharest University of Economic Studies Publishing House
PP  - Bucharest, Romania
T2  - 
AU  - Madan, Angela
AU  - Roșca, Mihai-Ioan
AU  - Apostol, Adrian
SN  - 2537-5865
DO  - 
UR  - http://www.etimm.ase.ro/RePEc/aes/jetimm/2022/ETIMM_V01_2022_31.pdf
KW  - Marketing
KW  - communication
KW  - techniques
KW  - personal image
KW  - corporate image
KW  - city image
KW  - county image
AB  - The country image has an important role in present period of globalization. However, image modeling, as a holistic concept based on various marketing communications techniques, has been tangentially analyzed over time. This study aims to explore the influencing techniques used in marketing communication in a complex analysis from a traditional to a modern approach with respect to the country's image. The measuring of a multi-dimensional construct of modeling a home country's image was tested with the implication of image of city, corporation, product, and personal as well as digitalization process. This research outlined various marketing communication techniques at different levels. The impact of image of a city, corporation, product, and person image on the home county image was significant. This editorial adds a contribution to the scientific literature's body of knowledge. It can be concluded that marketing communication techniques that manage image of a place, corporation, product, and person imply a positive effect on the home country's image.
ER  -