Reaching New Heights after Falling to the Depths: Recovering from a Country Image Faux Pas
Surveys of Australian consumers before and after French nuclear testing in the Pacific show clear evidence of negative responses of consumers to the 1995 testing. Although evaluations of French products did not decline, evaluations of France and the French did. However, by 2005 ratings of French products and France had more than recovered. A model of effects among country and product belief sets is proposed and tested. The model is strongly supported and helpful in understanding the process of image recover.
|Series||Frontiers in Business Research and Practice|
Heslop, L.A, Lu, I, & Cray, D. (2007). Reaching New Heights after Falling to the Depths: Recovering from a Country Image Faux Pas. Sprott Letters, February(2007).