A meta-synthesis of qualitative country reputation in search of building theory

• Autor(a) principal: Mariutti, Fabiana
• Data de Publicação: 2020
• Outros Autores: Denes, Danielle
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/15874
• topic: Country reputation; Country branding; Nation branding; Case study; Meta-synthesis; Post positivism.; Reputação de país; Gestão de marca-país; Gestão de marca-nação. Estudo de caso; Meta-síntese; Pós-positivismo.

Purpose of the Study: The aim of this cross-disciplinary study is to theorise country reputation using meta-synthesis of case studies.Methodology: This research followed Hoon’s (2013) approach in meta-synthesis of case studies to analysing the knowledge accumulation about the reputation of countries.Theoretical and Methodological Contributions: Figure 1. Methodological steps of meta-synthesis was created by introducing the eight stages of the protocol to guide researchers and practitioners. In this way, literature was granted with both theoretical and methodological contributions regarding the in-depth understanding of the country reputation construct.Main results: Although quantitative methods predominate in the country reputation literature, qualitative studies represented a robust choice for constructing theory by using meta-synthesis approach. Moreover, Figure 2. Framework of country reputation management was proposed by identifying three key requirements such as (i) research on the place’s attributes focused on their impacts in society; (ii) strategy plan based on the perceived reputation of the place; and (iii) government initiatives for policy making.Relevance/Originality: This is the first study applying meta-synthesis of case studies for theorizing country reputation.Social Implications: Consolidating the country's reputation theory can help develop an integrated vision for impacting economic activities for global reputation, with opportunities for business generation, tourism income, and new perspectives of social development for a country, its cities, and regions. Because branding of a country is a strategic tool for the governments to enhance their country reputation, the results could allow responsible institutions through public and/or private partnerships to apply our proposed framework to plan, execute, and monitor strategies.