Comprehensive text that demonstrates why nations are embracing the principles of brand management. It clearly explains how the concepts and techniques of branding can be adapted to the context of nations- as opposed to the more usual context of products, services, or companies. Concepts grounded...

To analyze whether perceived corporate reputation and customer satisfaction are directly associated with customer intention. Design/methodology/approach - Using structural equation modeling, the study is based on the responses to a written questionnaire of 462 customers of a large German...