This chapter analyses the process of country brand management through the emergence of a model of interpretation, which resulted from a careful analysis of empirical research of the qualitative type. The research design is structured on procedural phases (reconnaissance phase, exploratory phase and interpretative synthesis phase) that, starting from the identification of the conceptual categories, led to the emergence of a model of interpretation of the phenomenon under investigation.
Toward a country-branding framework. A comparative analisys
Vittoria Marino
;Giada Mainolfi
2019-01-01
Abstract
This chapter analyses the process of country brand management through the emergence of a model of interpretation, which resulted from a careful analysis of empirical research of the qualitative type. The research design is structured on procedural phases (reconnaissance phase, exploratory phase and interpretative synthesis phase) that, starting from the identification of the conceptual categories, led to the emergence of a model of interpretation of the phenomenon under investigation.File in questo prodotto:
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