Understanding the Relationship Between Country Reputation and Corporate Reputation

Increasing attention has been paid to the relationship between country reputation and corporate reputation by both public and private sectors. This study aims to contribute to a better understanding of the relationship by investigating the factors that influence and are influenced by country reputation. In particular, this study examines (a) the impact of country reputation on foreign consumers’ attitudes toward brand and product purchase intentions, (b) the relationship between corporate reputation on country reputation, and (c) the mediating role of product image. Key findings of the study include the positive impact of corporate reputation on country reputation, and the mediating effects of product image between corporate reputation and country reputation.