National Brand Image Research Articles

An Analysis of Nation Brand Attractiveness: Evidence from Brand Zimbabwe

This paper examines the attractiveness of Brand Zimbabwe based on the factors perceived to impact on national competitiveness. Nation brand attractiveness is a necessary condition for a country to achieve influence and to effectively compete for global resources. Countries can enhance their attractiveness by building on their national brand equity and dealing with negatives around the national brands. The research sought to determine the perception towards Zimbabwe’s global risk and competitiveness; to ascertain the variables that promote competitiveness for Brand Zimbabwe and to contribute to the literature on risk perception and its impact on behaviour towards nation brands. The study followed a mixed approach; a combination of interpretivism and positivism. The research drew 372 respondents from politicians, scholars, the media, civic organisations, government officials, church and international organisations. The research established that Brand Zimbabwe faces glaring threats risks that impact on the country’s international image. The brand is affected by politics and governance together with socio-economic factors. Management and control of nation brand perception are critical for nations to distinguish themselves and to create vantage positions for sustainable performance. The way a country is viewed internationally is a function of how the country deals with factors that threaten its global competitiveness and perception towards the nation brand. Zimbabwe’s quest for foreign direct investment, international visitation and export revenue requires that the country deals with its nation brand image.

Nation Branding Endeavours of Azerbaijan: Reshaping National Image

Every nation possesses a certain nation brand image, with or without nation branding. A well thought-out nation branding campaign can, however, project a nation’s image and solicit its global recognition. Such an endeavour concurrently instils a greater sense of belonging, self-determination and ideals of public communication in the domestic audience. The value of nation branding for tapping the economic potential of a nation remains arguable. In this paper, an effort has been made to understand how a developing country like Azerbaijan is gaining international recognition through an apt utilisation of nation branding tools. Strategic, conceptual and practically relevant aspects are being analysed to ascertain the efficacy of nation branding techniques and their impact on national image building. With occasional reference to the international brands of the developed countries, this study is focused on the endeavours of Azerbaijan to market its name and build its own national brands.

The Effect of National Brand Image on Repurchase Intention in the Taekwondo Game

The Effect of National Brand Image on Repurchase Intention in the Taekwondo Game

Reshaping the National Image of Azerbaijan through Nation Branding Endeavours

Every nation possesses a nation brand image, either with or without nation branding. A well thought out nation branding campaign can however, project a nation’s image and solicit global recognition. Such an endeavor concurrently instills a greater sense of belonging, self-determination and ideals of public communication in the domestic audience. The value of nation branding for tapping the economic potential of a nation remains arguable. In this paper, an effort is being made to understand how a developing country like Azerbaijan is accruing international recognition through apt utilization of nation branding tools. Strategic, conceptual and practically relevant aspects will be analyzed to ascertain efficacy of nation branding techniques and their impact on national image building. With occasional reference to the international brands of developed countries, focus will remain on endeavors of Azerbaijan to market its name and build own national brands.

The Effects of Taekwondo Globalness on Nation Brand Image Creation through Users Experience of Electronic Hogu: Moderation Effect of Players' Ethnocentrism

The Effects of Taekwondo Globalness on Nation Brand Image Creation through Users Experience of Electronic Hogu: Moderation Effect of Players' Ethnocentrism

Plucky Little People on Tour: Depictions of Irish Football Fans at Euro 2016

Plucky Little People on Tour: Depictions of Irish Football Fans at Euro 2016

A Comparative Study on the Effects of Korean Wave and Corporate Social Responsibility on Chinese Purchase Intention

This study investigates the influence of Korean wave and Corporate Social Responsibility on the relationship among national image, corporate image, brand image and consumer purchasing intention. we used survey data collected from 578 effective respondents by distributing questionnaire during Feb 25th to March 10th in 2016, which were analyzed by using SPSS 19.0 and Amos 17.0. Overall, the results showed that Korean wave and Corporate Social Responsibility had a significant effect on purchase intention through mediating roles of national image, corporate image and brand image in both Western Inland of China and Eastern Coast of China. Korean wave and brand image play a larger role in Chinese purchase intention in Western Inland of China, and CSR and corporate imageplay a larger role in Chinese purchase intention in Eastern Coast of China. Lastly, the authors discuss the theoretical and managerial implications and provide some suggestions for the Korean enterprises.

국가이미지, 브랜드이미지와 원산지이미지가 구매태도와 구매의도에 미치는 영향에 대한 연구 - 중국소비자들의 한국산 첨단 및 융합기술적용 화장품 구매를 중심으로 -

Abstract The purpose of this study is to investigate the effect of national image, brand image, and country of origin on Chinese consumer`s purchase attitude and purchase intention of Korean cosmetic products which applied a high and/or convergence technology. The survey was completed by chinese customers and the data is analysis with SPSS 21.0. The results show that national image, brand image, and country of origin image have a positive impact on Chinese consumer`s purchase attitude and purchase intention. This results imply that when Korean companies enter into chinese markets, if they perform very aggressive promotion activities on national image, brand image, and country of origin image, they can be successful by transforming positively chinese consumer`s purchase attitude and purchase intention of Korean products. Key Words : National Image, Brand Image, Country-of-Origin Image, Purchase Attitude, Purchase Intention, Cosmetics(applied a high and/or convergence technology) Received 24 March 2015, Revised 20 May 2015Accepted 20 June 2015Corresponding Author: Eung-Kyu Kim(Dept. of Business administration and Accounting, Hanbat National University) Email: ekkim@hanbat.ac.krⒸ The Society of Digital Policy & Management. All rights reserved. This is an open-access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0), which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is ISSN: 1738-1916 properly cited.

Consideration of Efficient Communication connecting National Brand power and Corporate Brand power together

This study aims to analyse the key image factors of global communication activity and to find the efficient ways for Nation and Global company to communicate with the local country. This research largely reviewed 3 parts of communication fields to find the solutions. That is to say, ‘the conceptual and operational definition of soft power and importance of soft power’, ‘the current status of Korea’s national brand and the connecting situation of Nation and global company for global communication’, ‘the soft power factors which Chinese think about Korea and Korea companies’. The research results were as follows. First, soft power, which are ethical principle, persuasive manner and cultural contents, is more important communication factor than hard power, which are economic scale and military power, for Nation and global company to persuade regional consumer. Second, the importance of National brand, which strongly support the global companies’ credibility to local people, became much higher than any other previous economic ages. Especially Korea’ National brand power has rapidly increased due to K-POP, TV-CM drama, international sports celebrities. For these reasons, Korea’s global companies should consider the uses of National brand image on the contrary. Third, the soft power which Chinese think about Korea was K-POP, TV DRAMA, Movie & TV stars for Korea, and ICT technique, strong brand preference for SAMSUNG.

Strategic Approach to Nation Branding: A Case of the Nigeria Brand

This study examines the current image of the Nigeria brand by reviewing the existing literature. The review wasdone on the basis of the key determinants of a nation brand image. The findings from the review identified areasof strength to be in telecommunications, abundance of raw materials, large population and hospitality whileweaknesses were observed in the areas of energy, security, corruption, and education. A nation brand strategicmanagement (NBSM) model was developed and applied on the Nigeria brand with a view to building its image.In addition, a framework of brand vectors for measuring a nation’s brand image was formulated to exemplifyeffective perception audit, a critical stage in nation branding process.

COUNTERFEITING THE NATION? Skopje 2014 and the Politics of Nation Branding in Macedonia

This article analyzes the political dynamics centered on Skopje 2014, an urban renovation project sponsored by the government of the Republic of Macedonia, which is linked to efforts to define a distinctive nation brand for the country. Examining the project and the controversies it has generated, I argue that the form of nation branding represented by Skopje 2014 indicates a new modality of neoliberal governance in which the state functions as an entrepreneurial subject within a competitive global marketplace oriented to the attraction of deterritorialized finance capital. I show how promoting a national brand image defined a field of state management where the development project was imagined to mediate Macedonia's relationship to foreign investment and tourism. However, as illustrated by the Macedonian case, nation branding not only rationalizes a new state project but also grounded an idiom of popular claim-making on the state. Through portrayals of the Skopje 2014 project as an inauthentic and counterfeit copy of other European cities, critics have constructed counterproductive national promotion as both an economic and existential threat to citizen-subjects. The article therefore explores how nation branding can open a new space of politics when nation-brand images emerge as sites of popular contestation. [nation branding, national identity, representation, citizenship, neoliberalism, Macedonia]

Conceptualisation of Nation Brand Image

This paper examines the nation brand image notion. Literature review is employed as the method to develop the conceptual model. This paper suggests that the multifaceted nature of a nation can be covered in the nation brand image. In addition, the theoretical relationship between national brand identity, national identity, tourism brand and nation brand image and is also explored. This paper eventually proposes a conceptual model of nation brand image and suggests that future research include the multi elements of national brand identity and national identity as the components of nation brand image. Keywords: Conceptual model, nation brand image.

Country branding through Olympic Games

Recent geopolitical and economic events make it very clear that the global market place is highly interconnected and very competitive (Lee and Cull, 2010; Levin, 2010; Yung, 2011). To gain competitive advantage, countries, in conjunction with their own multinational firms, strive to develop and implement creative nation branding strategies and to promote positive country brand images (Anholt, 1998; Paswan et al, 2002; Loo and Davies, 2006; Szondi, 2006; Greyser, 2008). Countries compete with each other for foreign investment, for tourists, buyers, overseas students and skilled workers (Beverland and Lindgreen, 2002; Anholt, 2003; Black and Westhuizen, 2004; Dzenovska, 2005; Papadopoulos, 2004; Florek and Conejo, 2006; Dinnie, 2008). Several researchers (for example, O’Shaughnessy and O’Shaughnessy, 2000; Papadopoulos and Heslop, 2000, 2002; Paswan et al, 2002) have suggested that a country could be considered as a brand, and that countries can change their national brand image. Strategic and tactical activities have been suggested to influence a country’s brand image (Nebenzahl and Jaffe, 1991; Jaffe and Nebenzahl, 1993; Swart and Bob, 2004), including hosting major sporting events. However, to the best of our knowledge, few have examined the effect of hosting a major sporting event on country brand image, and where they have the focus was limited to the impact on the destination’s image and tourism (Gibson et al, 2008).

한국대중문화에 대한 선호도가 한국패션상품에 대한 선호도와 구매의도에 미치는 영향 -중국 대련지역을 중심으로-

This study examined the causal relationship between the Chinese preference for Korean cultural products (Korean talent, K-pop songs, TV dramas, and movies), for Korean fashion products, and their purchase intentions. The relationship between the Korea's national brand image and Chinese fashion leadership with the three variables was investigated. Data was collected from 580 Chinese in Dalian, China. The data was analyzed using frequency, correlations, reliability, and AMOS for path analysis. The results of this study were as follows. First, the preference for Korean talent, K-pop songs, TV dramas, movies, and fashion products showed that the Chinese had a positive response and the degree of preference for each item was similar. Second, the Chinese preference for Korean talent, movies, and TV dramas significantly influenced the preference for Korean fashion products. In addition, the Chinese preference for Korean fashion products significantly influenced the purchase intentions of Korean fashion products. Third, the Chinese preference for Korean talent and fashion products had a significant relationship with their fashion leadership. In addition, the preference for Korean talent, movies, TV dramas, K-pop songs, fashion products, and purchase intentions had the same positive relationship with Korea's national brand images. This study examined from a structural aspect how the preference of Korean intangible cultural products affected the purchase intention of Korean fashion products. This study explored that the preference for Korean cultural products transcended the popularity of the Korean popular culture with a subsequent national industrial and economic ripple effect that improved the national brand image.

방송통신망 국제지수 산정에 관한 연구

방송통신 기술의 발달과 함께 네트워크는 고도화되고 있으며, 우리나라는 IT분야 선도국가로 잘 알려졌다. 산업의 경쟁력을 대표하는 척도로서 IT 국제지수는 성과를 가시화하는 지표로서 의미가 있으며, 좋은 결과는 국격(國格)을 높이는 것으로 가치가 있다고 할 수 있다. 그러나 IT관련 기존의 국제지수들은 통신위주의 지수이며, 방송을 거의 반영하지 않고 있는 실정이다. 본 연구는 방송통신 네트워크 분야를 중심으로 객관적인 지표에 근거한 새로운 지수개발을 목적으로 한다. 이를 위해 접근, 이용, 산업환경 등 지수를 3부문으로 구분하고, 지표별 가중치를 적용하여 방송통신망 국제지수를 발굴하도록 한다. 체계적이며, 실효성 높은 방송통신망 국제지수 제공을 통해 국가브랜드 가치 제고를 하는데 기여하고자 한다. With the development of ICT technology, the broadcasting and communication networks of Korea have been bigger, faster and more reliable and Korea has become one of the leading countries in the ICT industry. Through the international ICT indices, we can see different economies' ICT industry competitiveness at a glance and high ranking in such indices can make national brand image improve. However almost all the existing international ICT indices mainly focused on the telecommunication industry, not on the broadcasting industry. This study thus aims to develop a new index focusing on broadcasting and communication networks. This new index is composed of 3 sectors such as access, usage and environment with different weight respectively and using objective indicators. This study also aims to contribute to improve Korea's national brand image by developing new systematic and effective broadcasting and communication index.

The effect of national brand image in the process of customer purchase decision

The main objective of this research will be to determine the effect of national brand image of Spanish Firms in Brazil. For this purpose, a comparative analysis of the image of the Spanish companies and of their main competitors in Brazil (USA and Germany) has been made, from a sample of 346 Brazilian entrepreneurs. The results of this research may contribute to Spanish entrepreneurs in supporting the development of better marketing tactics, adapted to the Brazilian market.

The effect of national brand image in the process of customer purchase decision

The main objective of this research will be to determine the effect of national brand image of Spanish Firms in Brazil. For this purpose, a comparative analysis of the image of the Spanish companies and of their main competitors in Brazil (USA and Germany) has been made, from a sample of 346 Brazilian entrepreneurs. The results of this research may contribute to Spanish entrepreneurs in supporting the development of better marketing tactics, adapted to the Brazilian market.

Turkey's EU accession as a question of nation brand image

Despite the significance of politics and public diplomacy for nation brands, there is little research on the topic. The study seeks to contribute to the literature by investigating Turkey's European Union (EU) accession, which seems endangered by negative public opinion in other EU member states, as a case to understand how nation brand images can influence a given course of action in international politics. Specifically, through an exploratory qualitative research, the content of Turkey's nation brand image, its antecedents, and potential consequences within the political context of the country's accession negotiation are explored. The findings suggest that Turkey, at the moment, does not appear to be a well-run nation brand. Not only do the poor results indicate room for improvement, but also the management of Turkey in all relevant nation brand dimensions does not seem promising with regard to a successful EU application process. Furthermore, the analysis point to a truly complicated positioning dilemma for Turkey's nation brand and the challenge of accomplishing an integrated nation brand management. The paper concludes by outlining policy and research implications.

Country of Origin, Quality, Brand and Consumer Ethnocentrism

The impact of consumer ethnocentrism, brand, quality and country of origin were investigated in a multi cue experimental context. The experimental design was 4×2×2×2 between subject factorial with four levels of country of origin (a domestic nation, a well known high quality producer nation, a known poor producer nation and an unknown country) two levels of brand (a well-known national brand and an unknown brand), two levels of quality (high and low) within two experimental groups (ethnocentric patriots and foreigners). There were therefore 32 cells with twenty persons per cell leading to the full sample of 640. While there was a strong significant main effect for quality the evidence for the other effects was not so strong, in particular there was no evidence of a main effect for country of origin. Rather, the country cue was most effective when presented in conjunction with a strong national brand image and highly patriotic respondents.