An Analytical Model of the Determinants and Outcomes of Nation Branding

Description:

Nation as a brand represents the intangible assets of a country, encompassing various dimensions such as politics, economics, culture, history, and technology. However, much of extant work in nation branding has been limited to the empirical investigations of its positioning and implementation for specific countries, while other scholarly works in nation branding are conceptual. Various factors associated with nation branding are discussed in the literature, but there is no organizing mechanism to connect these factors to explore the dynamics underlying nation branding. To fill this gap, this dissertation attempts to identify the relevant factors underlying the deployment of nation branding, and to develop models to assess the association among these factors. Hunt and Morgan's resource advantage theory serves as the theoretical foundation of this dissertation's framework. After establishing panel data models that link the factors of building and developing the nation brand, the strategic implications of nation branding are discussed. Archival data were used for economic factors such as economic development, tourism, export, and inward foreign investment, and cultural, political, infrastructural, and geographical factors. The primary data were collected for qualitative factors perceived reputable brand and perceived reputable industry. The Anholt-GfK Roper's 2008 Nation Brands IndexSM was incorporated into the model as a moderating variable to test its impact on the relationship between the dependent variables and the independent variables. A total of 24 nations were analyzed to build and validate the models. This dissertation makes several contributions to the nation branding literature. First, it clarifies the definition of nation brand and nation branding. Second, it builds a predictive econometric model to connect the critical determinant and outcome factors of nation branding. Finally, it discusses nation branding strategies in terms of resource advantage theory and provides crucial insights on the development and management of a nation brand that can be used by researchers, marketing managers, and stakeholders of the nation brand to gain a better understanding of the dynamics of nation branding.

Creator(s): Sun, Qin
Creation Date: December 2009
Partner(s):
UNT Libraries
Collection(s):
UNT Theses and Dissertations
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Publisher Info:
Publisher Name: University of North Texas
Place of Publication: Denton, Texas
Date(s):
  • Creation: December 2009
Description:

Nation as a brand represents the intangible assets of a country, encompassing various dimensions such as politics, economics, culture, history, and technology. However, much of extant work in nation branding has been limited to the empirical investigations of its positioning and implementation for specific countries, while other scholarly works in nation branding are conceptual. Various factors associated with nation branding are discussed in the literature, but there is no organizing mechanism to connect these factors to explore the dynamics underlying nation branding. To fill this gap, this dissertation attempts to identify the relevant factors underlying the deployment of nation branding, and to develop models to assess the association among these factors. Hunt and Morgan's resource advantage theory serves as the theoretical foundation of this dissertation's framework. After establishing panel data models that link the factors of building and developing the nation brand, the strategic implications of nation branding are discussed. Archival data were used for economic factors such as economic development, tourism, export, and inward foreign investment, and cultural, political, infrastructural, and geographical factors. The primary data were collected for qualitative factors perceived reputable brand and perceived reputable industry. The Anholt-GfK Roper's 2008 Nation Brands IndexSM was incorporated into the model as a moderating variable to test its impact on the relationship between the dependent variables and the independent variables. A total of 24 nations were analyzed to build and validate the models. This dissertation makes several contributions to the nation branding literature. First, it clarifies the definition of nation brand and nation branding. Second, it builds a predictive econometric model to connect the critical determinant and outcome factors of nation branding. Finally, it discusses nation branding strategies in terms of resource advantage theory and provides crucial insights on the development and management of a nation brand that can be used by researchers, marketing managers, and stakeholders of the nation brand to gain a better understanding of the dynamics of nation branding.

Degree:
Level: Doctoral
Discipline: Marketing
Language(s):
Subject(s):
Keyword(s): Nation branding | econometric model | resource advantage theory | country-of-origin image
Contributor(s):
Partner:
UNT Libraries
Collection:
UNT Theses and Dissertations
Identifier:
  • OCLC: 588939253 |
  • UNTCAT: b3824828 |
  • ARK: ark:/67531/metadc12204
Resource Type: Thesis or Dissertation
Format: Text
Rights:
Access: Public
License: Copyright
Holder: Sun, Qin
Statement: Copyright is held by the author, unless otherwise noted. All rights reserved.