Economics Commons^™

Parallel Session: Building Pakistan’S Country Of Origin Image Through The Corporate Image: Exploring Optimal Corporate Brands For The Image Transfer, Ishrat Hussain

International Conference on Marketing

Pakistan is facing a multi-dimensional attack on its country image. While it is imperative to triumph over negative factors causing Pakistan’s bad country image, it is also necessary to explore additional images to strengthen favorable associations with Pakistan and support a distinguishing image. Such image will be beneficial for increasing tourism, foreign investment, exports of goods/services and generating favorable condition for achievement of economic and other strategic objectives in the world. Corporate image is one such image. But what are the optimal corporate brands for image transfer to build Pakistan’s country of origin (CoO) image overseas? This research aims to …