Abstract
Although country branding has been a burgeoning theme in international business literature, comparative studies of this construct across cultures have been limited. The development of a deeper understanding of how diverse nations perceive country brands from their own paradigms is important in the complex world of international business. This study develops and tests a survey instrument in Peru and the Kingdom of Saudi Arabia to assess perceptions of country brands as well as the underlying antecedents to brand preferences. Results from a sample of 154 working adults include the findings that trade preferences are related to top tourism destinations and that consumers from Peru and Saudi Arabia differ in antecedents to country trade choices. Managerial implications and future research directions are also discussed.