The Country Image and Its Impact on Perception of Its Products. Euro 2012 and The Image of Poland

• Autorzy: Maciej Dębski
• Języki publikacji: EN

Abstrakty

EN

In the contemporary economy, competition occurs on multiple levels. The competition rages on between the products, companies, as well as countries. They vie with one another in a bid to attract investment, tourists, as well as to propel the maximization of sales of goods produced. A strong support for these activities is provided by the country image. The empirical studies conducted on this issue corroborate the existence of a link between the perception of the country and the products derived from it. Specifically, this relationship is labelled as a "country of origin effect", which may be defined as the impact of associations aroused by the country's name on consumers' evaluation of brands and products originating from it. An important part of building awareness and creating a positive image of Poland was the organization of Euro 2012. This event was a chance for changing the perception of Poland. Preliminary analyses of the Championship, its evaluation in the media or tourist's opinions lend legitimacy to the established hypothesis positing a positive impact of the organization of the tournament on the country image perception. At the same time, however, questions on the strength underlying the impact of Euro 2012 on the image of Poland and the related benefits remain unaddressed.

Słowa kluczowe

EN

Image of the country; Mass events; Competition; Economy

PL

Wizerunek państwa; Imprezy masowe; Konkurencja; Gospodarka

• Czasopismo: Przedsiębiorczość i Zarządzanie
• Rocznik: 2012
• Tom: 13
• Numer: z. 15 Problemy Zarządzania
• Strony: 255--270

Twórcy

autor

Maciej Dębski

• Społeczna Akademia Nauk

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