چکیده:
As international relations develop into a network-like arena, new public
diplomacy receives more attention, both in research and in practice. At the
same time, with the increasing role of non-state actors in international
relations, their significant roles and functions have come under substantial
scientific analysis. While companies engage in business abroad, unintended
results may emerge, affecting the image of their country of origin. One of
them is the effects that brands and products have on the perception of their
home countries’ foreign policy.
This article examines the role of brands in public diplomacy. The
question is whether it is scientifically reasonable to assign a public
diplomacy role to brands. While such a relation has not been treated in
previous research, the authors of this article try to explore and analyze the
various elements of this relation to find a well-founded answer. Our analysis
uses the national image as a mediator concept between brands and public
diplomacy. It starts with a definition of new public diplomacy and its
differences with the classical one. It then continues along the concept of
corporate diplomacy, national image, the country of origin (COO) effect, and
its inverse version. In the end, the most possible and clear answer, according
to currently available literature, will be discussed.
خلاصه ماشینی:
The symbol of the next century is the net" (Kelly, 1999) (Received: Mar. 11, 2018 Accepted: Oct. 1, 2018) Abstract As international relations develop into a network- like arena, new public diplomacy receives more attention, both in research and in practice.
It then continues along the concept of corporate diplomacy, national image, the country of origin (COO) effect, and its inverse version.
corporate diplomacy, country of origin effect, inverse country of origin effect, national image, new public diplomacy Journal of World Sociopolitical Studies| Vol. 2| No. 4| October 2018|pp.
For the inverse COO effect, the effect of businesses and their products on their respective country of origin has been under investigation in few research projects while the governments themselves pay close attention to their image and its effects on companies and their sales efforts.
The brand will affect the national image and the national image will affect the percception of foreign policy as illustrated in the following model: figure 1: the interrelation of brand, national image and public diplomacy source: authors (View the image of this page) In order to shed light on the foundations of the current discussion, concepts related to the topic, from the most general to the most specific will be discussed.
In International Relations, national image stands under the title of public diplomacy and in political psychology, national image is defined as the perceptions of different countries where it is closely connected to the concept of national identity and is therefore culturally constructed.