National Brands Research Articles

Implication of Characteristic-Based Adoption Model to Private Label Product in Malaysian Hypermarket

The rise of private label products has reshaped retail landscapes globally, challenging the dominance of national brands across various sectors, particularly in fast-moving consumer goods and groceries. While PLs have gained substantial market share in regions like Europe and North America, their adoption in developing markets, such as Asia, remains limited. Attempts to replicate European PL success in Asia have often faltered, highlighting the need for tailored approaches to navigate unique market dynamics. Fong and partners proposed a characteristic-based adoption model specifically for PL products in Malaysian hypermarkets, emphasizing the importance of understanding consumer responses through the perspective of Diffusion of Innovation theory. This study aims to explore the implications of Fong and partners’ model in Asian hypermarkets, offering insights to enhance PL market share. By examining the applicability of this model in the Malaysian context, this research contributes to a deeper understanding of PL adoption dynamics in developing markets and informs strategies for retailers to compete effectively in these environments.

Soft power resources of sub-regional actors. Moscow’s foreign policy practice

The paper analyzes the legal foundations, institutional structure and key dimensions of Moscow’s public diplomacy (cultural cooperation, scientific and educational ties, support for compatriots abroad, humanitarian aid, economic cooperation and technological partnership). Using Moscow as an example, the authors emphasize the importance of integrating «soft power» tools into the city’s international relations to strengthen Russia’s national brand and promote its national interests.

Moving With the Times: Updating the National Physical Activity Plan's Media and Communication Strategies to Increase Population-Level Physical Activity.

In 2022, an interdisciplinary team of subject matter experts was convened to substantially revise the Mass Media sector content of the National Physical Activity Plan. The updated version recognizes the rapid pace at which the media landscape is evolving and includes a new sector name (Media and Communications) and revised strategies and tactics that reflect progress in the development of a national physical activity campaign brand (Move Your Way ®). This commentary summarizes key changes and highlights the importance of ongoing collaboration between physical activity and media professionals to optimize promotion of physical activity through diverse channels.

Coping with Bilateral Issues: Chain Effects of Problem Recognition and Blame Attribution on Negative Sentiment and Negative Megaphoning

ABSTRACT Extant research has examined nation brand and country image as key variables that affect attitudes and behaviors toward a country. Meanwhile, there is scarce research on how individuals’ observations and experiences of bilateral issues affect their reactions toward the country involved. Based on current research on coping and problem solving, this study tests a framework that examines the cognitive processes that individuals undergo to make problem recognitions and blame attributions for two bilateral issues that involve the same country and their effects on negative sentiment and negative megaphoning about the country. To investigate this, this study uses an online survey conducted with a nationally representative sample of 509 South Korean citizens in relation to two issues allegedly caused by China: yellow dust and coronavirus. The findings showed that individuals who reported high problem recognition about yellow dust also reported high problem recognition about coronavirus. Their problem recognitions led to blame attributions toward China’s role in causing them. Chain effects were found as problem recognition and blame attribution about one issue was positively related to the other. Subsequently, blame attributions for the two issues were found to be positively associated with negative sentiment and negative megaphoning about China.

Korean Templestay as a Sustainable Global Cultural Product: The Case of Manggyeongsansa

While the trend of de-religiousization has accelerated globally, Korean Buddhism has become very hip around the world. While it was traditionally known as a symbol of a solemn and old religion, with its innovative transformation, Korean Buddhism has gained wide popularity in friendly and trendy atmospheres, especially among people in their 20s and 30s in Korea and abroad, regardless of religion. Thus, Korean Buddhism has a cultural affinity beyond religion, nationality, age, and gender. At the center of this popularization of Buddhism, there exists “Templestay”. Templestay is defined as staying in a Korean temple and experiencing traditional Korean culture, the spirit of Buddhist practice, the natural environment, and the daily life of temples. Templestay was selected as one of the world’s top five most successfully developed tourism and cultural resources by the Organization for Economic Cooperation and Development (OECD), and one of the top 10 icons representing Korea according to the Republic of Korea’s Presidential Council on Nation Branding. Thus, Templestay is not just a Buddhist cultural experience but has been officially recognized as a sustainable global cultural product representing Korea with a history of 1700 years, where a global cultural product is defined as a cultural product that is shared on a global level. Considering Templestay’s wide global popularity, as well as its significant impact on the national economy, tourism, and cultural succession, with over 7 million participants, it is important to investigate Templestay from the perspective of sustainable management, such as CSR, CSV, and ESG. However, while a few studies exist on Templestay, the theoretical aspects of Templestay as a subject of sustainable management have not been sufficiently developed, since most research on Templestay has focused on the perspectives of religion or visitor experiences. Thus, by focusing on Manggyeongsansa Templestay, which was selected as one of the best Korean temples among the 150 temples offering Templestay in 2023, the findings from this case study provide significant implications and practical guidelines for the sustainable management of global cultural products to address fundamental issues from an angle that has not been covered sufficiently.

Agricultural trade deficit and its impact on Nepalese economy: A comprehensive review

International trade is essential for a country’s economic development and modernization, driven by the dynamics of imports and exports. This review comprehensively examines Nepal’s trade deficit and its impact on the national economy. Nepal’s trade landscape is characterized by a significant imbalance, with imports consistently surpassing exports, as evidenced by an import-to-export ratio of 10.26 in the fiscal year 2022/23. This trade deficit has profound implications for national income, Gross Domestic Product (GDP) growth, inflation rates, and foreign exchange reserves. This review identifies key factors contributing to the trade deficit, including geographical constraints, limited export diversification, heavy reliance on imports, infrastructural deficiencies, insufficient promotion and advertisement, political instability, low productivity, and dependency on remittances. This study underscores the critical need for export diversification as a strategy for mitigating trade deficits. Developing sectors with high potential such as tourism, information technology, hydropower, and organic farming are essential. Additionally, improving the quality and value addition of exported goods, expanding market access through proactive trade diplomacy, and supporting small and medium enterprises are highlighted as necessary measures. This study also emphasizes the importance of substantial investments in infrastructure, education, and skill development to enhance productivity and competitiveness. Promoting a national brand and leveraging digital marketing platforms can boost Nepal’s export profile. Sound monetary policies and a stable economic environment are crucial for addressing the adverse effects of exchange rate volatility and inflation. Political stability and a conducive business environment are vital to fostering long-term economic growth. The effective utilization of remittances through productive investments and reducing dependency on external aid are pivotal for achieving sustainable development. Through coordinated efforts across various sectors, Nepal can work towards reducing its trade deficit, enhancing economic stability, and achieving sustainable economic growth.

#IndonesiaRepresent: Investigating Nation Branding at International Fashion Events through the Presence of Social Media Influencers

Abstract This study presents the complex tapestry of Indonesia’s nation branding, by investigating the activities of its influencers at international fashion events. The research questions focus on the influencers, the use of national symbols, and online textual expression, in which visual and internet lexicons converge. By simultaneously assessing the resonance for local and international spectators, we identify the dominant themes and narratives promoted by these influencers at international fashion events. We adopt a theoretical perspective focused on the employment of young influencers in nation branding, and our results reveal a striking dichotomy. Although these charismatic personalities can increase the resonance of nation branding, they frequently veer off course and are occasionally diverted by the potential for achieving fame. This divergence reveals a problematic issue: the use of influencers might unintentionally damage the national story that their employers want them to present.

‘Martial arts washing’ as a special case of ‘sportswashing’

ABSTRACT Well-known cases of ‘sportswashing’ in combat sports are the ‘Rumble in the Jungle’ in Zaire in 1974 as well as the ‘Thrilla in Manila’ in 1975. During the Russian invasion of Ukraine, however, a variant of ‘sportswashing’ has reocurred. ‘Martial arts washing’ deviates from generic ‘sportswashing’ in the way that the values and attributes associated with martial arts are hijacked by powerful individuals and reinterpreted to suit their agendas. In particular male politicians who are close to right-wing authoritarian ideas apply ‘martialarts washing’ to present themselves as virtuous martial warriors. In the presented article, the concept will be illustrated by describing events and key personalities associated with the current Russo-Ukrainian War, like the Russian president Vladimir Putin, Chechen president Ramzan Kadyrov and Ukrainian president Volodymyr Zelenskyy, as well as Elon Musk who launched attempts to intervene in the conflict. In this process, a theoretical framework is established by connecting ‘martial arts washing’ to sport nationalism, nation branding, ‘sportswashing’ in general, and toxic masculinity.

The makings of a moral superpower: Swedish good international citizenship as middle-power nation brand

ABSTRACT Sweden has consistently performed positively in global assessments of its nation brand and its contributions to global order. A testament to a century of agile image construction, Sweden’s ‘moral superpower’ branding has evolved in recent decades to encompass ideals of the ‘good international citizen’ that continue to elevate its status amongst middle powers. Despite Sweden’s moral record being imperfect, this article examines the reasons and methods behind Sweden’s overwhelming successes in political nation branding, asking whether these strategies are still viable into the mid-twenty-first century. The article frames Sweden’s moral nation brand through the concept of the good international citizen, which is identified as an integral component of effective middle power strategy in the contemporary international system. As recent geopolitical events have forced Sweden to reconsider its foreign policy objectives and align with more realist, hard power agendas, it argues that of leaning into the good international citizen as normative/behavioural nation branding is required to bridge the gap between Swedish imagery and reality.

The Role of City Brands in National Branding

The perception of a country as a brand is influenced by various factors, including the global economy, political structure, and location. However, the literature lacks sufficient information on identifying the items that can strengthen these variables. This research argues that it is crucial to identify the distinguishing features of each city and use them to create a country brand model from the collective city brands. The study employed a survey method, collecting 1,637 questionnaires from three distinct cities in Türkiye. The brand identities of these cities, as perceived by their citizens, were then analyzed. The obtained data was used to propose a model enabling Türkiye to establish a brand identity from local to general. The research revealed that although the three cities share similarities, their citizens perceive different sub-dimensions of their respective city brands, which are interrelated in various ways. The sub-dimensions of city identity as perceived by the citizens of the three cities form the basis of the proposed country branding model. In future research, it is recommended that the model be re-examined for different target groups and different countries.

Exploring the Relationship Between Innovation Efficiency and Nation Brand Strength: a Panel Study

Exploring the Relationship Between Innovation Efficiency and Nation Brand Strength: a Panel Study

Contributing to Gastrodiplomacy through Culinary Experience: A Cooking Event in Spain

It is utilized by governments as a potent strategy for building and cultivating contacts with other countries and cultures, as well as contributing to nation branding through gastrodiplomacy, culinary arts, and public diplomacy. Within the framework of public diplomacy, gastrodiplomacy—also known as culinary diplomacy—can be characterized as the transfer of culture through the kitchen. In the context of gastrodiplomacy and nation branding, the study focuses on gastronomic experiences that highlight the distinctive qualities of a nation. The article will also refer to the work of Carmen Antón, which emphasizes the term 'culinary experience' to discuss the concept and focuses on travelers' unforgettable gastronomy experiences. The study examines the culinary experiences of academics from several countries in Spain between February 28 and March 4, 2022. Consequently, it aims to establish how the culinary experience contributes to Spain's nation branding and gastrodiplomacy.

Are Private Brands Morally Inferior to National Brands?

This paper investigates the moral distinctions between private brands (or private labels) and national brands within the context of economic, sustainability and innovation impacts. Private brands, owned and controlled by retailers, increasingly dominate the market, raising ethical concerns. Key areas of analysis include economic effects on consumers and producers, sustainability practices and the ethical implications of innovation and image copying. The findings suggest that private brands are morally inferior to national brands due to their detrimental impact on sustainability and innovation. The paper concludes with proposed political interventions aimed at mitigating these ethical issues, highlighting the need for more stringent regulations to ensure fair practices and enhance sustainability within the industry.

Gastronationalism in Cornwall

Discussions of gastronationalism have largely focused on nationalist politics at the state level, especially in the realm of European integration and Americanisation. This paper, therefore, explores how gastronationalism is manifested at the subnational level by asking the question ‘What role does food play in the construction of Cornish national identity vis-à-vis England?’ This paper first reviews the literature around gastronationalism to explore how the concept has developed. It shall raise the example of Cornwall as having much in common with previous case studies of gastronationalism in how heritage foods are protected in a politics concerned with homogenisation. A contrast will then be drawn between the generally discussed contexts, with the strong economic incentives to develop an inclusive food culture as part of a national brand that appeals to tourists in Cornwall, which also contributes to the ‘lived brand’ of Cornwall. To investigate this question, a thematic and qualitative content analysis of local tourist boards’ promotional content is conducted in comparison to other English counties. Finally, it shall conclude that gastronationalism is conceptually relevant to the Cornish context, but the specific nature of cultural revivalism suggests the concept should be expanded to better account for subnational gastronationalist efforts.

Minor Cannabinoid Profile of Unregulated Cannabidiol Products.

Background: Although the majority of cannabinoid research has focused on delta-9-tetrahydrocannabinol (Δ9-THC) and cannabidiol (CBD), there is increasing interest in the therapeutic effects of other phytocannabinoid compounds (i.e., minor cannabinoids), as there is little known about their effects or interaction with CBD. The current study objective was to determine the concentrations of 15 minor cannabinoids in unregulated, over-the-counter CBD products. Methods: A cross-section sample of 80 local and national brands of hemp-derived oil products was purchased both online and in local retail outlets in central Kentucky. Epidiolex® was included as a regulated control. Samples from each product were extracted by solvent extraction and quantified by liquid-chromatography tandem mass-spectrometry. The targeted cannabinoids were: cannabidiolic acid (CBDA), cannabidivarin (CBDV), cannabidivarinic acid, Δ9-tetrahydrocannabivarin, Δ9-tetrahydrocannabivarinic acid, Δ9-tetrahydrocannabinolic acid-A, Δ8-tetrahydrocannabinol (Δ8-THC), cannabigerol (CBG), cannabigerolic acid, cannabinol (CBN), cannabinolic acid, cannabicyclol (CBL), cannabicyclolic acid, cannabichromene (CBC) and cannabichromenic acid. Results: Among the unregulated products included in this analysis, the most frequently detected minor cannabinoids were CBDV (100% of samples tested), CBG (77%), CBC (72%), CBN (67%), CBL (67%), and CBDA (51%). Δ8-THC was not detected in any of the products tested. Concentrations of these cannabinoids varied widely from trace concentrations to several mg/mL (e.g., CBDA: 0.006-12.258 mg/mL). Conclusions: These data indicate CBD products often contain minor cannabinoids, although the array and concentrations of these cannabinoids vary widely across products. The concentrations of these minor cannabinoids are largely absent from product labels, leaving consumers uninformed about product contents.

‘Discursive Interpretations of Cultural Symbols in Mega Sporting Events: The Case of Messi’s Bisht at the 2022 World Cup’

This study examines the dominant narratives and media frames surrounding the moment when football celebrity Lionel Messi wore a bisht during the World Cup 2022 crowning ceremony. Employing a frame analysis approach, the research seeks to uncover the discursive meanings tied to this moment, which is heightened by national identity and nationalism in the context of globalized sport across international media platforms. A corpus of 25, 208 words from 59 online news articles was analyzed. At a macro level, the articles were largely framed within themes of conflict, controversy, criticism, and public and media reactions. The findings, which include specific cultural, national, political, economic, and identity frames, offer valuable insights into the complexities of globalization, nationalism, and cosmopolitanism in mega sporting events. Through discursive interpretations, this study provides a nuanced understanding of cultural exchange and identity issues in the globalized world of sports. Global media portrayed Messi’s bisht moment both positively (as a symbol of honor and respect) and negatively (as an instance of identity exploitation for cultural publicity). The study also reveals that Qatar was perceived as leveraging the event for national branding. Notably, nationalism and ideologies emerge as critical factors in media framing of mega sporting events.

Fangirling While Black: K-POP, Affect, and the Reproduction/Rejection of Blackness

ABSTRACT By analyzing the K-POP industry, K-POP fandom, and Korea itself as complexly racialized spaces, I argue that the images of idols, constructed in part through their military-precise African-American-inspired performances and music, work as a form of national branding, framing South Korea as aligned with American pop cultural modernity while globally exporting examples of the South Korean state’s supposedly successful production of disciplined bodies. In this complex and ultimately affective process, Black fans find themselves freed from domestic cultural expectations while paradoxically trapped by legacies of racism that haunt them overseas, suggesting the tenuous and contradictory construction of Korea’s hegemonic social politics.

Which destination brands among nation, city, and event brands benefit from hosting mega-events? Before-after comparison of three destination brands for the PyeongChang Winter Olympics

Which destination brands among nation, city, and event brands benefit from hosting mega-events? Before-after comparison of three destination brands for the PyeongChang Winter Olympics

Live streaming channel and product assortment with both national and store brand products

To counteract the fierce competition in the online retailing market, retailers are increasingly adopting live streaming selling model and introducing store brand product to enhance their competitiveness. In this context, we attempt to examine whether and when a retailer should launch a live streaming channel. If launched, we further investigate how the retailer should assort both national and store brand products across available channels. To delve into these questions, we consider a supply chain consisting of a manufacturer and an online retailer, where the retailer resells the manufacturer's national brand product and also sells a store brand product. We examine the retailer's optimal channel strategy and product assortment strategy by considering six scenarios, differentiated by whether introducing the live streaming channel and various product assortment tactics. Our findings indicate that as long as the fixed setup cost of the live channel is relatively low, the retailer will always introduce a live streaming channel. The retailer's optimal assortment of both products across channels highly depends on the consumers’ additional value derived from the live streaming channel and the perceived quality of the store brand product. We also find that, the retailer's optimal channel strategy and product assortment may not always benefit the manufacturer, but there exist conditions that can create win-win situations for both players. Our study further shows that if the retailer launches the live streaming channel at the start, it may not always be necessary to introduce the store brand product under certain conditions.

Nutrient profiling assessment of packaged snack foods with nutrition-related claims available on the Indian market.

Food packaging includes labels with specific nutrient contents to provide consumers with nutritional information. Legislative actions and consumers' growing interest in nutrition information have increased the disclosure of nutrition information. The study was planned to examine packaged snack foods carrying nutritional claims for nutrition labeling. The selected packaged chips were divided into categories based on the primary ingredients mentioned on the nutrition label, such as cereal/pseudocereal-based, millet-based, vegetable-based, and pulses/legume-based chips. Four threshold levels, such as total sugar, sodium, total fat, and saturated fat, were used for categorization. Out of a total of 23 packaged chips, the corresponding 2, 7, 8, and 13 products had a higher content of sugar, saturated fat, sodium, and total fat than the threshold levels. A significant (p ≤ 0.01) difference was observed in the values of nutrients analyzed through laboratory methods in comparison with the values given on the nutrition label in the majority of the products. The majority of the products belonged to national brands and differed from the nutrition-related information given on the product label in terms of the nutrient content claim.