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Country Reputation in Multidimensions: Predictors, Effects, and Communication Channels

Country Reputation in Multidimensions: Predictors, Effects, and Communication Channels A country's reputation is a subject of increasing interest for the practice and research of public relations and public diplomacy. South Korea's reputation as viewed by Americans, the country's most strategic foreign public, is the topic of this study. It aims to (a) demonstrate a reliable, valid measurement model of country reputation in multidimensions for the research context; (b) examine effects of individual experience with and awareness of the country on country reputation; (c) assess the effects of country reputation on foreign publics' supportive intentions toward the country; and (d) explore strategic communication channels that can be effectively used for country reputation management. Key findings of this study include a valid, reliable measurement instrument of country reputation, strongly mediating effects of public awareness between individual experience and country reputation, and the encouraging effect of country reputation on nation branding. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Public Relations Research Taylor & Francis

Country Reputation in Multidimensions: Predictors, Effects, and Communication Channels

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References (37)

Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1532-754X
eISSN
1062-726X
DOI
10.1080/10627260802153579
Publisher site
See Article on Publisher Site

Abstract

A country's reputation is a subject of increasing interest for the practice and research of public relations and public diplomacy. South Korea's reputation as viewed by Americans, the country's most strategic foreign public, is the topic of this study. It aims to (a) demonstrate a reliable, valid measurement model of country reputation in multidimensions for the research context; (b) examine effects of individual experience with and awareness of the country on country reputation; (c) assess the effects of country reputation on foreign publics' supportive intentions toward the country; and (d) explore strategic communication channels that can be effectively used for country reputation management. Key findings of this study include a valid, reliable measurement instrument of country reputation, strongly mediating effects of public awareness between individual experience and country reputation, and the encouraging effect of country reputation on nation branding.

Journal

Journal of Public Relations ResearchTaylor & Francis

Published: Sep 12, 2008

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