Two decades of research on nation branding: a review and future research agenda

Abstract

Purpose Despite the growing interest by scholars, practitioners and public policymakers, there are still divergent and fragmented conceptualizations of nation branding as the field is still developing. In response, the purpose of this paper is to review and synthesize nation branding research and to provide directions for future research. Design/methodology/approach The authors review peer-reviewed theoretical and empirical journal articles published during the last two decades – from 1998 to 2018. Selected journal articles on nation branding were subsequently synthesized for further insights. Findings The field of nation branding is fragmented and has developed in the course of the last two decades in different directions. This paper identifies key publication outlets and articles, major theoretical and methodological approaches and primary variables of interest that exist in the nation branding literature. The findings also highlight several research themes for future research. Originality/value This research fills a need to summaries the current state of the nation branding literature and identifies research issues that need to be addressed in the future.

Financial literacy: A systematic review and bibliometric analysis

“…The co‐citation analysis was performed on 502 articles which resulted in the clusters of articles ( n = 107) articles for detailed content analysis. Additionally, out of 257 articles published between 2016 and 2019, only ABDC ranked journal articles ( n = 175) were taken into consideration for further content analysis in order to focus on the quality papers (Hao, Paul, Trott, Guo, & Wu, 2019). Figure 1 shows the complete data retrieval process.…”

Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading?

“…In general, there are four broad classifications of systematic reviews: domain-based, theory-based, method-based, and meta-analytical reviews ( Paul & Criado, 2020 ). The essence of these classifications is explained, as follows: Domain-based reviews are centered on a topical domain and can be conducted in five different ways: (1) structured reviews that focus on widely-used theories, constructs, contexts, and methods ( Canabal and White, 2008 , Hao et al, 2020 , Kahiya, 2018 , Paul and Feliciano-Cestero, 2020 , Paul and Singh, 2017 , Rosado-Serrano et al, 2018 ); (2) framework-based reviews that use a framework that scholars can either adopt from others or develop on their own ( Lim, 2020 , Paul and Benito, 2018 ); (3) bibliometric reviews that focus on statistics and trends ( Donthu et al, 2020 , Randhawa et al, 2016 , Vallaster et al, 2019 ); (4) hybrid reviews that integrate the tenets of two or more review types ( Dabić et al, 2020 , Lim, 2016 , Paul et al, 2017 , Kumar et al, 2019 ); and (5) theory development-based reviews that propose new theories, hypotheses, and/or propositions ( Lim, 2020 , Paul, 2019a , Paul and Mas, 2020 ). Theory-based reviews are focused on analyzing the role of a specific theory in a given field.…”

“…Second, in terms of source quality and relevance, the review adopts a tripartite criteria, whereby articles are deemed to be “high quality” and “relevant” if they are published in journals that are (1) indexed and (2) ranked “A*” or “A” in (3) the field of research of “marketing and tourism” in the Australian Business Deans Council (ABDC) journal ranking list. The decisions with respect to the criteria emerged from the discussion, deliberation, and consensus among the authors, with the main underpinning rationales disclosed, as follows: The ABDC journal ranking list was chosen as it is a widely-used benchmark for journals in business that are of international standard ( Hao et al, 2020 ). In particular, the ABDC journal ranking was chosen over the Chartered Association of Business Schools (CABS) journal guide for two major reasons.…”

“…The ABDC journal ranking list was chosen as it is a widely-used benchmark for journals in business that are of international standard ( Hao et al, 2020 ). In particular, the ABDC journal ranking was chosen over the Chartered Association of Business Schools (CABS) journal guide for two major reasons.…”

Five decades of research on foreign direct investment by MNEs: An overview and research agenda

“…Systematic literature review articles could be of different types, namely -structured review focusing on widely used methods, theories and constructs (Rosado-Serrano, Paul & Dikova, 2018;Canabal & White, 2008, Paul & Singh, 2017Kahiya, 2018;Hao et. al, 2019); Framework based (Paul & Benito, 2018), hybrid (Narrative with a framework) for setting future research agenda (Paul, Parthasarathy & Gupta, 2017;Kumar, Paul & Unnithan, 2019), theory-based review (Gilal et .…”