Král, Petr; Lhotáková, Markéta; Tisovski, Maria; … - In: Acta Oeconomica Pragensia 2012 (2012) 5, pp. 36-47
This paper analyzes the theoretical concept of country of origin as a brand and its influence on brand image of products originating from a particular country. It reviews the role of the media in establishing the perception of country of origin in general and its potential use as a tool...