Chapter 4 Brand Reputation and Its Influence on Consumers’ Behavior

Abstract

One example of implementing a measurement of a country’s performance and reputation is the Anholt-GMI Brand Index, which evaluates the perception of countries as brands and measures the power and appeal of a nation’s brand image. This approach can be helpful to understand behavior and decisions of visitors to the destinations and to improve their competitiveness. The purpose of the chapter will be to explain how brand reputation influences consumers’ behavior.