Purpose: To extend the understanding of country image to the country whose image is less distinctive, the purpose of this paper is to examine two salient factors: one country’s prototypical brand and its cultural influence (i.e. Korean Wave) on shaping the country’s image in the context of...

Purpose: While country image consists of two hierarchical images – macro country image at the country level and micro country image at the specific product level – previous studies have largely failed to detail its varying effects by product category and by the level of a country’s...