Descriptive statistics
| Concept | Survey question | Mean | Standard deviation | Mode |
|---|---|---|---|---|
| Branding (Marco-level) | Brands have a strong impact on society | 4.04 | 0.82 | 4 |
| Mass communication can affect society | 4.40 | 0.69 | 4 | |
| Brands can change people point of views | 3.97 | 0.75 | 4 | |
| Brands can make people feel more united | 3.61 | 0.94 | 4 | |
| Country Branding (Meso-level) | Country brands have a strong impact on society | 3.76 | 0.90 | 4 |
| Country brands can change people perceptions of a country | 3.88 | 0.80 | 4 | |
| Country brands can make people feel more united | 3.69 | 0.90 | 4 | |
| Country brands can improve cultural identity | 3.91 | 0.83 | 4 | |
| Country brand can generate positive emotions in people | 4.09 | 0.70 | 4 | |
| Country branding can attract foreign investment, promote tourism and generate awareness of the country | 4.21 | 0.73 | 4 | |
| Colombia Country Branding (Micro-level) | Colombia Co has a strong impact on society | 3.21 | 0.89 | 3 |
| Colombia Co can change people's perceptions of Colombia | 3.76 | 0.80 | 4 | |
| Colombia Co can make its citizens feel more united | 3.54 | 0.90 | 4 | |
| Colombia Co can improve how we feel as Colombians | 3.41 | 0.94 | 4 | |
| Colombia Co can generate positive emotions in its citizens | 3.84 | 0.80 | 4 | |
| Colombia Co-branding can attract foreign investment, promote tourism and generate awareness of the country | 4.00 | 0.83 | 4 |
| Concept | Survey question | Mean | Standard deviation | Mode |
|---|---|---|---|---|
| Branding (Marco-level) | Brands have a strong impact on society | 4.04 | 0.82 | 4 |
| Mass communication can affect society | 4.40 | 0.69 | 4 | |
| Brands can change people point of views | 3.97 | 0.75 | 4 | |
| Brands can make people feel more united | 3.61 | 0.94 | 4 | |
| Country Branding (Meso-level) | Country brands have a strong impact on society | 3.76 | 0.90 | 4 |
| Country brands can change people perceptions of a country | 3.88 | 0.80 | 4 | |
| Country brands can make people feel more united | 3.69 | 0.90 | 4 | |
| Country brands can improve cultural identity | 3.91 | 0.83 | 4 | |
| Country brand can generate positive emotions in people | 4.09 | 0.70 | 4 | |
| Country branding can attract foreign investment, promote tourism and generate awareness of the country | 4.21 | 0.73 | 4 | |
| Colombia Country Branding (Micro-level) | Colombia Co has a strong impact on society | 3.21 | 0.89 | 3 |
| Colombia Co can change people's perceptions of Colombia | 3.76 | 0.80 | 4 | |
| Colombia Co can make its citizens feel more united | 3.54 | 0.90 | 4 | |
| Colombia Co can improve how we feel as Colombians | 3.41 | 0.94 | 4 | |
| Colombia Co can generate positive emotions in its citizens | 3.84 | 0.80 | 4 | |
| Colombia Co-branding can attract foreign investment, promote tourism and generate awareness of the country | 4.00 | 0.83 | 4 |
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