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ABSTRACT
The purpose of this paper is to develop a robust scale for country image. Based on a review of marketing and nonmarketing literature, we identified seven dimensions for country image and generated items to measure each of them. We purified the scales by eliminating weak items in Study 1, and in Study 2 we evaluated the dimensional structure using a number of tests of validity. The resulting multidimensional scale operationalizes country image as a second-order factor with seven dimensions. These dimensions are economic conditions, conflict, political structure, vocational training, work culture, environment, and labor.
