Country Reputation in Multidimensions: Predictors, Effects, and Communication Channels

Authors: Yang, Sung-Un¹; Shin, Hochang²; Lee, Jong-Hyuk³; Wrigley, Brenda¹

Source: Journal of Public Relations Research, Volume 20, Number 4, October 2008 , pp. 421-440(20)

Publisher: Routledge, part of the Taylor & Francis Group

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Abstract:

A country's reputation is a subject of increasing interest for the practice and research of public relations and public diplomacy. South Korea's reputation as viewed by Americans, the country's most strategic foreign public, is the topic of this study. It aims to (a) demonstrate a reliable, valid measurement model of country reputation in multidimensions for the research context; (b) examine effects of individual experience with and awareness of the country on country reputation; (c) assess the effects of country reputation on foreign publics' supportive intentions toward the country; and (d) explore strategic communication channels that can be effectively used for country reputation management. Key findings of this study include a valid, reliable measurement instrument of country reputation, strongly mediating effects of public awareness between individual experience and country reputation, and the encouraging effect of country reputation on nation branding.

Document Type: Research article

DOI: http://dx.doi.org/10.1080/10627260802153579

Affiliations: 1: Department of Public Relations, S.I. Newhouse School of Public Communications, Syracuse University, 2: School Communications, Department of Advertising and Public Relations, Sogang University, South Korea 3: School of Journalism and Communications, Kyung Hee University, South Korea

Publication date: 2008-10-01