Country Image and Brand Image

This book proposes the study of country image and brand image effects on luxury products, clarifying the main theoretical aspects of both concepts and presenting their effects on consumer behavior. Marketing is the philosophy that studies and analyzes consumer behavior and seeks to understand the reasons that lead them to buy, as well as their needs and desires, to then act with a plan. Just as marketing is used in companies and organizations, it is also used by countries and can influence positively or negatively their image. Consumers tend to stereotype countries and brands according to their perceptions of a country's level of development, something that ends up shaping their behavior towards that country's products, leading them to opt or not for products or brands of specific origins.