Branding India: Constructing a reputation for responsibility in the nuclear order

Sasikumar, Karthika

doi:10.1057/s41254-016-0038-2

Cited by 2 publications

(8 citation statements)

References 32 publications

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“… Social and cultural concepts include 11 codes, such as stereotypes (Edwards and Ramamurthy, 2016; Hakala et al , 2013; Ishii and Watanabe, 2015; Kalamova and Konrad, 2010; Loo and Davies, 2006; Widler, 2007; Yousaf, 2017); personal experience (Fan, 2010; Gupta et al , 2020; Scott et al , 2011); history (Gupta et al , 2020; Kubacki and Skinner, 2006; Rodner and Kerrigan, 2018; Rojas-Méndez et al , 2019); customs (White and Kolesnicov, 2015); and concentration of talent and ethnic networks (Silvanto et al , 2015; Silvanto and Ryan, 2018) among others. Economic and labor concepts consist of 12 codes, such as the robustness of financial systems; exchange rate fluctuations (Gupta et al , 2020; Hassan and Mahrous, 2019); economic stability; working conditions (Hakala and Lemmetyinen, 2011; Silvanto and Ryan, 2018); and demand conditions (Che-Ha et al , 2016; Gudjonsson, 2005). International concepts are composed of two codes: globalization and global competition (Ahn and Wu, 2015; Berkowitz et al , 2007; Browning, 2016; Lee and Chun, 2017; Rojas-Méndez et al , 2015; Sasikumar, 2017; and growing global awareness (Hassan and Mahrous, 2019). Environmental concepts comprise the three codes: natural characteristics (Ishii and Watanabe, 2015); geography (Che-Ha et al , 2016; Gudjonsson, 2005; Rojas-Méndez, 2013); and regions and continents to which a nation belongs (Ahn and Wu, 2015).…”

Section: Resultsmentioning

confidence: 99%

“…International concepts are composed of two codes: globalization and global competition (Ahn and Wu, 2015; Berkowitz et al , 2007; Browning, 2016; Lee and Chun, 2017; Rojas-Méndez et al , 2015; Sasikumar, 2017; and growing global awareness (Hassan and Mahrous, 2019).…”

Section: Resultsmentioning

confidence: 99%

“…According to Figure 2, nation branding comprises 13 codes grouped to form one concept (the components of nation branding). These components are: branding techniques (Hakala and Lemmetyinen, 2011; Montanari et al , 2019; Sasikumar, 2017; Wu, 2017; Yousaf and Huaibin, 2014); marketing communication (Amujo and Otubanjo, 2012; Bolin and Miazhevich, 2018; Frig and Sorsa, 2020; Manor, 2017; Merkelsen and Rasmussen, 2016; Pamment, 2018); public diplomacy (Avraham, 2009; Cassinger et al , 2016; Che-Ha et al , 2016; Fan, 2010; He et al , 2020; Knott et al , 2015, 2016; Rawson, 2007; Yalkin, 2018); public relations (Valaskivi, 2016; White and Kolesnicov, 2015); brand ambassadors (Knott et al , 2017; Ren and Gyimóthy, 2013); nation brand personality (Hao et al , 2021; Mariutti and Giraldi, 2020; Rojas-Méndez et al , 2015); nation brand image (Rodner and Kerrigan, 2018); nation branding strategy (Roozen et al , 2017; Silvanto and Ryan, 2018; Tatevossian, 2008; Varga, 2013; Widler, 2007); national identity (Papadopoulos et al , 2016; Scott et al , 2011; Song and Sung, 2013); country image (Hakala et al , 2013); umbrella brands (Ishii and Watanabe, 2015); national symbols (Hassan and Mahrous, 2019; Ishii and Watanabe, 2015); and international mega events (Chen, 2012).…”

Section: Resultsmentioning

confidence: 99%

“… International concepts consist of eight codes, such as greater international recognition, status and reputation (Browning, 2016; Fan, 2008; Hakala and Lemmetyinen, 2011; Mihailovich, 2006; Rasmussen and Merkelsen, 2012; Rojas-Méndez et al , 2019; Stokburger-Sauer, 2011); stronger international relations and partnership (Ahn and Wu, 2015; Fetscherin, 2010; Frig and Sorsa, 2020; Hassan and Mahrous, 2019; Mariutti and Tench, 2015; Song and Sung, 2013); and enhancing country's competitiveness (Amujo and Otubanjo, 2012; Gudjonsson, 2005; Lee and Chun, 2017; Rawson, 2007; Silvanto and Ryan, 2018; White and Kolesnicov, 2015). Political concepts cover six codes, such as: enhancing a country's political conditions (Edwards and Ramamurthy, 2016; Fan, 2010; Frig and Sorsa, 2020; Gupta et al , 2020; Pamment, 2018); international political influence (Buhmann and Ingenhoff, 2015; Kemming and Humborg, 2010; Mihailovich, 2006; Sasikumar, 2017; Song and Sung, 2013); and reducing the impact of negative political events (Bigi et al , 2011; Hakala et al , 2013; Rawson, 2007) among others.…”

Section: Resultsmentioning

confidence: 99%

“…Today, countries and multinational firms attempt to develop and apply nation branding strategies and promote a positive image to gain a competitive advantage (Sun and Paswan, 2011). Governments use branding techniques to differentiate their nation on the global stage to achieve global competitiveness (Lee, 2011; Merkelsen and Rasmussen, 2016; Sasikumar, 2017; Silvanto and Ryan, 2014) and establish a competitive edge against rival nations in the belief that a strong nation brand can contribute to the nation’s sustainable development (Fetscherin, 2010; Frig and Sorsa, 2020).…”

Section: Introductionmentioning

confidence: 99%

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Conceptualizing nation branding: the systematic literature review

Rojas‐Méndez

Khoshnevis

2022

JPBM

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Purpose This paper aims to provide an integrated model of nation branding, propose a comprehensive definition of this concept and differentiate between nation branding and other related constructs. Design/methodology/approach To analyze nation branding academic literature, this paper used a systematic literature review approach to investigate academic studies related to nation and country branding. All relevant studies on the nation and country branding between 1996 and mid-2021 were extracted from six selected databases, including Elsevier’s Science Direct, Emerald, Sage, Wiley, Springer and Jstor, by using a Preferred Reporting Items for Systematic Reviews and Meta-Analysis process. The reviewed papers were coded and analyzed to extract themes and concepts. Findings The results of this paper show that nation branding is influenced by six main factors, namely, business and marketing, political, social and cultural, economic and labor, international and environmental factors; it comprises one key component, that is, nation branding; it results in five major consequences, including social, economic and financial, business, international and political consequences, and is moderated mainly by socio-demographic variables. Additional contributions of this paper are the proposal of a comprehensive definition of nation branding based on the extant literature and identifying nation branding differences with other constructs that sometimes have been previously used interchangeably with nation branding. This paper concludes with suggestions for future research in the field. Originality/value This paper uses the themes and concepts uncovered by the analysis to conceptualize nation branding, provides an integrated model of nation branding and distinguishes it from other related branding concepts. This paper also summarizes what nation branding is versus what it is not.

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