Place branding scholars and practitioners increasingly highlight the influence that corporate image can exert on country image. Yet, there is remarkably little academic research on this image transfer. In this qualitative study, we identify factors that influence the transfer of associations from corporate images to country images through 13 in-depth interviews with place branding experts. Findings reveal six consumer-related (awareness of the corporate brand’s country of origin; power of the corporate image; strength of the corporate brand –country association; brand image fit; brand image misfit; strength of industry –country association) and four company-related (extent to which the company plays up or down its country of origin; the company’s international and market visibility number of corporate brands operating in the market) factors that influence this image transfer.

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