engleski

Measuring the image of a transitional country - The development of a scale for the Republic of Croatia

Country image plays an important role in consumer purchasing behavior. However, the measurement scales of country image so far have serious limitations. This study outlines these measurement weaknesses and develops a more reliable multidimensional scale. The results of an exploratory factor analysis conducted on a 69-item country image scale sized down to a 46-item scale suggest that the image of Croatia has seven dimensions. Internal consistency tests indicate that the applied scales have an acceptable level of reliability, and exploratory and confirmatory factor analysis points to an acceptable level of discriminant and convergent validity. The precisely defined dimensions of Croatian image measurement instruments have useful implications for the makers of a global marketing strategy, and especially for the tourism policy of Croatia.

country image; scale development; dimensions of country image; Croatia

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