@article{ennmer2021promoting,
  title = {Promoting The Country of Origin Through the Assets of Exported Services: The Moroccan Case},
  author = {Sarah ENNMER},
  year = 2021,
  url = {https://ibimapublishing.com/articles/JMRCS/2021/210134/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = 2021,
  pages = 15,
  doi = 10.5171/2021.210134,
  abstract = {Banking services are one of the main Moroccan exports in Africa. These representations can be studied in order to verify the reversed country of origin effect. Can these services impact the way their users perceive the country? Do they even communicate on their origin or does their process focus on the economical variables only? These questions nurture the scientific research. The brand image of a country can be assessed through several economic variables. In this scientific paper, the author chose to tackle the link between the local service and the branding country for the case of Morocco. It is thus a question of treating the Country-of-origin effect (COO) in the opposite direction in order to determine the ins and outs of this link and to develop solutions to positively affect the country's image through the consumption of its international service. In fact, several theories now claim that the image of a country supports its international positioning; thus, placing it among the world's leading players and consequently enables it to achieve better economic integration. This fieldwork also makes it possible to follow the evolution of the concept of "Moroccan economic diplomacy" that is tackled in several articles, without being supported by properly thought-out actions like several countries with a confirmed economic diplomacy such as France or Germany, or even Japan. The instrumentalization of products and services as international ambassadors would make it possible to set up a verified method for the promotion of the country brand image.},
  keywords = {Country Branding, Economic integration, local service, Economic diplomacy.},
  note = Article ID: 210134
}