International Marketing Review: Volume 38 Issue 1

Guest editorial

Cheng Lu Wang, Dorothy Yen, Bradley R. Barnes

Building strong nation brands

Jan-Benedict Steenkamp

The purpose of this paper is to offer a new conceptual model for nation branding, rooted in the marketing literature, with associated tasks for the nation brand marketer.

Building the connection between nation and commercial brand: an integrative review and future research directions

Jiaxun He, Cheng Lu Wang, Yi Wu

This paper aims to provide an integrative review on nation branding literature and to identify new avenues for future research on embedding nation equity into commercial brands.

Dissemination and consensual perceptions of nation brands: a framework for future research

Carlos J. Torelli

The purpose of this paper is to comment on the article by He et al., and to propose a framework for the worldwide dissemination of a nation brand image as a way to understand the…

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

Andy W. Hao, Justin Paul, Sangeeta Trott, Chiquan Guo, Heng-Hui Wu

Despite the growing interest by scholars, practitioners and public policymakers, there are still divergent and fragmented conceptualizations of nation branding as the field is…

Nation branding, cultural identity and political polarization – an exploratory framework

Alessandra Vecchi, Emmanuel Sirimal Silva, Lina Maria Jimenez Angel

The objective of this research is to propose a framework which is apt to assess how a nation branding campaign could promote cultural identity by ultimately curbing political…

Cultural equity: knowledge and outcomes aspects

Carlos J. Torelli, Hyewon Oh, Jennifer L. Stoner

The purpose of this paper is to propose cultural equity as a construct to better understand the characteristics that define a culturally symbolic brand and the downstream…

The role of nation brand in attracting foreign direct investments: a case study of Korea

Richard Lee, You-il Lee

Drawing on the six-dimensional framework of the Anholt-GfK Nation Brands Index (NBI), the purpose of this paper takes a government-to-business (G2B) perspective of international…

Soft power and nation rebranding: The transformation of Korean national identity through cosmetic surgery tourism

Eric Ping Hung Li, Hyun Jeong Min, Somin Lee

The purpose of this paper is to explore the interconnection between the corporatisation of K-beauty and Korea’s nation branding exercise and its links with soft power. Through the…

How global brands incorporate local cultural elements to improve brand evaluations: A perspective on cultural mixing

Chunyan Nie, Tao Wang

The purpose of this paper is to examine the effect of the interpretation strategy of cultural mixing on consumers’ evaluations of global brands that incorporate local cultural…

When face meets globalization: How face drives consumers’ attitudes toward global consumer culture positioning

Haiyang Huang, Jiaxun He

Synthesizing the unique Confucian cultural values and the common characteristics of emerging markets, the purpose of this paper is to examine how face drives consumers’ attitudes…