Conceptualizing nation branding: the systematic literature review

Rojas‐Méndez, José I.; Khoshnevis, Mozhde

doi:10.1108/jpbm-04-2021-3444

Cited by 18 publications

(5 citation statements)

References 112 publications

(492 reference statements)

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“…This concept is relevant on both domestic and international fronts and necessitates collaboration among multiple stakeholders. It spans political, economic, social, and cultural aspects and wields a substantial influence on market dynamics and economic outcomes (Khoshnevis & Rojas-Méndez, 2023) Scholars have proposed multiple concepts of nation branding. Khoshnevis & Rojas-Méndez (2023) list out various concepts of nation branding such as Florek ( 2005) characterizes it as the process of creating positive associations for a nation, its people, and its products.…”

Section: Nation Brandingmentioning

confidence: 99%

The Role of Culture Power: Examining the Influence of Popular Culture in Shaping Global Power Dynamics

Gautam

2024

Unity Jnl

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Establishing a causal link between popular culture and global power dynamics is challenging as it does not produce tangible outcomes. There is a lack of academic consensus on whether cultural power equates to soft power despite the growing influence of the media and entertainment industry. Considering popular culture a soft power in cultural diplomacy, this article examines the changing paradigms of content moderation and regional lockout in the global power dynamics through case studies of the Korean wave, American Pop culture, and Japanese Manga and Anime. It uses the Saunders Research Onion method with an interpretive approach to subjectively explore the aspects of cultural influence. Similarly, it analyses the evolution of recurring themes in the case studies. Data collection employs a longitudinal approach to study the impact of technology and changing audience preferences. The primary data sources include expert interviews, supplemented by secondary sources such as relevant literature, reports, and media contents. The findings highlight that cultural diplomacy as a softpower approach effectively contributes to the nation-branding concept that now incorporates new demands, actions, and goals.

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Section: Nation Brandingmentioning

confidence: 99%

The Role of Culture Power: Examining the Influence of Popular Culture in Shaping Global Power Dynamics

Gautam

2024

Unity Jnl

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“…Moreover, nation branding refers to the use of marketing and, more specifically, branding techniques designed to foster a highly competitive national image within the global marketplace of nations (Schwak, 2016). Indeed, nation branding is intended to change or promote a nation’s image and reputation among different audiences; provide it with a source of differentiation; and improve its economic, social, political, business and international competitiveness (Rojas-Méndez and Khoshnevis, 2023; Melnyk and Varibrusova, 2019). In particular, the concept of nation branding has been applied in various campaigns intended to promote tourist destinations through strategic nation branding.…”

Section: Resource-based Theory Resource-advantage Theory and Nation B...mentioning

confidence: 99%

“…Such awareness allows brand managers to effectively leverage strategic resources. In their comprehensive review of nation-branding research over recent decades, Rojas-Méndez and Khoshnevis (2023) note that empirical studies are required to investigate each sub-element of a nation brand to determine which sub-elements have the most significant impact on the outcomes of nation branding. Similarly, as there are no known studies concerning the hierarchy of the dimensions or the relative weight of each dimension, Hao et al (2021) call for studies that examine the level of importance of each dimension of a nation brand.…”

Section: Introductionmentioning

confidence: 99%

Determining the predictive importance of the core dimensions of nation brands

Lahrech¹,

Aldabbas²,

Juusola³

2023

JPBM

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Purpose Informed by the resource-based and resource-advantage theories, this study, a comparative study, aims to examine the core dimensions of nation brands – culture, tourism, exports, foreign direct investment, migration and governance – from the company-based brand equity perspective in a sample of 48 countries clustered into three groups (strong, moderate and weak nation brands) from 2011 to 2019 to identify the most critical predictors of nation brand strength in each cluster. Design/methodology/approach A clustering technique was applied to the modified Country Brand Index to cluster the included countries into strong, moderate and weak nation brands. The authors were then able to analyze each cluster in an effort to explore the relative importance of the predictor variables and determine if that importance varied across the clusters. Findings This approach revealed novel findings of great importance to policymakers and academics. The results indicate the resources that contribute the most to nation brand equity in each cluster. Such information can guide policymakers in effectively leveraging these strategic resources. First, the cultural dimension was a more critical predictor concerning countries with moderate and weak nation brands than countries with strong brands. Second, tourism exhibited the highest predictive importance concerning all the clusters. For academics, these findings help foster a better understanding of the determinants of nation brand strength, as aligned with the resource-based and resource-advantage theories. Originality/value The findings of this study contribute to the literature concerning nation brand management, particularly the stream related to nation brand equity monetization.

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“…On the other hand, economic development is a comprehensive concept that includes national decisions and activities related to a country's social and political well-being. Nation branding is vital for countries to differentiate themselves in a globalized environment [15,16].…”

Section: Brand Development and Economic Growthmentioning

confidence: 99%

Relationships between Brand Value and Country's GDP

Puriwat,

Tripopsakul

2023

HighTech. Innov. J.

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Brand development has emerged as a critical strategy for economic prosperity where assets from both physical and nonphysical sources significantly influence a nation's economy. However, the impact of these intangible assets on economic growth still requires further clarification. This study aims to investigate the relationship between nation brand value and economic growth and to examine whether this impact varies depending on countries' income levels. Based on data from the global soft power index and gross domestic product (GDP) of 120 countries from Brand Finance Nation Brands and Word Bank in 2022, linear regression and moderation analysis results reveal that nation brand values positively impact national economic growth. The results of the moderation effect analysis by the PROCESS macro reveal that the impact of nation brand value on economic growth is significantly more substantial for lower-income economies than for higher-income economies. Our study is one of a few attempts to clarify the effect of nation brand value on a nation's economic growth. The outcome of this research provides more understanding for exploiting the nation brand development concept to create a superior competitive advantage, consequently leading to the prosperity of nation economies. Doi: 10.28991/HIJ-2023-04-04-08 Full Text: PDF

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Conceptualizing nation branding: the systematic literature review

Cited by 18 publications

References 112 publications

The Role of Culture Power: Examining the Influence of Popular Culture in Shaping Global Power Dynamics

The Role of Culture Power: Examining the Influence of Popular Culture in Shaping Global Power Dynamics

Determining the predictive importance of the core dimensions of nation brands

Relationships between Brand Value and Country's GDP

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