Country Reputation in Multidimensions: Predictors,Effects, and Communication Channels |
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| Authors: | Sung-Un Yang Hochang Shin Jong-Hyuk Lee Brenda Wrigley |
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| Institution: | 1. Department of Public Relations , S.I. Newhouse School of Public Communications, Syracuse University suyang@syr.edu;3. School Communications, Department of Advertising and Public Relations, Sogang University , South Korea;4. School of Journalism and Communications, Kyung Hee University , South Korea;5. Department of Public Relations , S.I. Newhouse School of Public Communications, Syracuse University |
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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. |
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