INFLUENCE OF MACROECONOMIC FACTORS ON COUNTRY IMAGE

It has been accepted by academics that consumers, having positive attitudes toward products from developed countries, have at the same time positive image of the country of product origin. These images indicate a set of beliefs about dimensions that represent important product features. On the other hand recent research shows that country image can have signifi cant infl uence on consumers’ existing product evaluation, as well as new products evaluation. The infl uence can be direct through affective component and indirect through cognitive component. However in studying the country image it is necessary to decide on country image dimensions. Then one should research infl uence of country im-age on existing and new product and product categories. However if country image is not acceptable than marketers should use positive values and concepts and communicate them to selected market segments, fi rst domestic and after that to chosen international market. For small countries umbrella strategy has been proposed in order to combine all positive concepts into scheme which will communicate country as a desirable brand. For the purpose of developing instrument to measure Croatian image, we used a geographic zone sampling procedure in total of 986 Croatian citizens in 11 biggest cities during winter 2005. Based on our premise, that for small countries country image is more important than product brand image in forming total competitive advantage, we develop questionnaire using previous studies undertaken on this issue. On the basis of theoretical and empirical notions related to country image formation, and on the basis of a detailed comparative analysis of previous scientifi c research results, we found image dimensions for the Republic of Croatia. The proposed dimensions will serve as a basis for future strategy of country image creation and possibility of transferring the image of the Republic of Croatia to the image of Croatian products, people, services and all other concepts and values that comprise desired brand image of specifi c cou