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This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/02651339610127220. When citing the article, please cite: Israel D. Nebenzahl, Eugene D. Jaffe, (1996), “Measuring the joint effect of brand and country image in consumer evaluation of global products”, International Marketing Review, Vol. 13 Iss: 4, pp. 5 - 22.

States that few studies have attempted to measure the joint effect of brand and country images, or the dimensions of these images, on consumer evaluation of global products. Suggests a methodology for defining product value by consumers’ perception of brand and country image dimensions when sourced internationally. Brand‐country image profiles were factor analysed to provide dimensions of each brand‐country combination. Shows that consumer perception of product value changes, evidenced by brand‐country dimensions, as production is sourced internationally, and suggests a modified marketing strategy.

The purpose of this conceptual paper is to present a new approach that will enable marketers in developing and emerging countries to promote their products, irrespective of their country of origin’s image. Many companies in emerging and developing countries, intent on exporting their products/services, struggle to overcome the negative “made-in” image barrier. Despite tremendous efforts by the governments of these countries to change the unfavorable image of products made there, their good quality products are still perceived as inferior compared to companies whose products are “made-in” in countries with a positive image, mainly developed countries.

The proposed conceptual model hinges on two dimensions – global political status and human capital capabilities. Using this framework, four different types of country destination positioning emerge, each with its own country branding strategy.

Companies from emerging and developing countries can compete on an equal footing with Western companies by changing their country branding strategy. Companies from countries such as China and Costa Rica can promote themselves better by implementing region and continent branding strategies.

The proposed conceptual model enables marketers to cope even with the most negative “made-in” country stereotypes and improve their marketplace positions.

The literature review demonstrates that researchers have not dealt with these two dimensions. Consequently, the paper offers marketers a new perspective on the complex issue of country positioning and how to leverage their strengths to maximize their company’s profits.

Most studies of the effect of country‐of‐origin on consumer evaluation of products are based on static models, even though it is recognized that country image changes over time. The purpose of this paper is to suggest a normative model of country‐of‐origin as a dynamic process.

Proposes and tests a model for determining export intention among non‐exporting small and medium‐sized manufacturers. The model posits that export intention is a function of three constructs: perceived competitive advantage, organizational readiness and perceived risk. Testing was done on a probability sample of Mexican firms. The results show that intention is explained only by organizational readiness. Explains the use of the organizational readiness concept both as a screening and as a diagnostic tool.

The aim of this paper is to discuss the import of private branding strategy for retailers, manufacturers and customers. It seeks to focus on private branding strategies in the emerging MEDA markets, and, using Israel as a case study, aims to identify why the huge potential of private brands has not been exploited in these countries.

Both secondary data and empirical studies of Israeli exporters and chain store managers were conducted to determine what strategies are used to market private brands in developed, emerging and developing MEDA countries. Also included is a case study based on an analysis of four separate periods of the marketing of private brands in Israel, which are very similar to those seen in other emerging MEDA countries such as Greece and Turkey.

A review of private branding strategies in the MEDA countries reveals three different markets, each one managed differently: developing, emerging, and developed. The most attractive MEDA markets with regard to private brands for retailers and manufacturers are the emerging countries, which have the most rapid growth potential in this region.

Few studies are to be found in the literature that are based on the development of private labels in emerging countries. Moreover, the paper is the first to survey such development in Israel, one of the most developed countries in the Mediterranean.

In recent years, the field of corporate identity management has grown substantially in importance in the hospitality industry. Managers of hotels have become increasingly interested in learning methods that have been successful in communicating a new corporate identity. The purpose of this case study is to document the design and implementation of new corporate identity communication process.

This article describes a holistic process of designing a new corporate identity for a leading hotel management group, with a focus on implementation of its corporate communication process.

The case study described here suggests that corporate identity communication occurs at four levels – internal and external, formal and informal – and provides a strategic framework for any hotel chain management in implementing a new corporate identity.

This case study adds a new element to the process of communicating image/identity to internal and external stakeholders in the hospitality industry.

The objective of this case study is to present the Israel Cancer Association's (ICA) focused approach to promoting the concept of fighting breast cancer, using an integrated marketing communication (IMC) strategy.

This paper is based on a field‐based case study. In‐depth interviews have been used for data collection with the CEO, marketing management and spokesperson. The case is presented in a chronological order and presents the move from a corporate identity based on monolithic approach to an endorsed corporate identity strategy.

Results of the new communication process showed that the percentage of people in the general Israeli public who perceive the ICA as an organization that has the objective to fight against breast cancer has increased by more than 20 percent since the campaign was launched. As a result of the association's focus over the past five years on promoting the fight against breast cancer, the amount of money it has raised among the general public and businesses has risen by 15 percent since the start of the new promotional campaign. Research data show that the percentage of women being checked jumped from 50 to 62 percent during this period.

This marketing approach has increasingly become the modus operandi of cancer associations throughout the world. These associations have moved from their out‐dated work patterns to IMC strategy approaches. Other non‐profit organizations pondering the issue of how to cope with a large number of objectives, on the one hand, and many target audiences, on the other hand, may find this framework useful.

The demand for sport tourism throughout the world has risen in recent years for several reasons, most significantly an increased emphasis on health and fitness and the increased use of sporting events by cities in order to attract tourists. The purpose of this case study is twofold. First, to trace the corporate communication process implemented by the management of Isrotel Hotels in its effort to build the new Sport Club Hotel, focusing on internal and external communications. Second, to describe how the marketing and promotion of sport hotels differs from that of ordinary hotels.

This article describes one unique example of a hotel based entirely on the idea of fulfilling the dreams of active sport tourists, provided by the Isrotel Hotel Management Group, who have given the concept of a sports vacation a whole new meaning in the world of hospitality.

The case study described here suggests that sports‐oriented hotel identity must be achieved via the most efficient corporate communication channels in the hospitality industry – nomenclature and branding, graphic design, formal statements, architecture, media relations and routine interactions.

This case study provides insights into the marketing and communication strategies used in creating a sports‐oriented hotel for people who wish to live and breathe sports 24 hours a day during their vacation. This case can serve other hotel managements in their attempts to provide their guests with a different experience that effectively amalgamates hospitality and sports.

Reports the results of a citation analysis of 15 international marketing textbooks. Citations represent a measure of the importance of the works referenced and their influence on the discipline being studied. Similarly, the number of citations of authors indicates their influence in a discipline’s development. Finds a high degree of variability of subject matter coverage between the textbooks studied indicating either that authors try to differentiate their offerings, or that there is not yet a consensus of what constitutes the discipline of international marketing.