A1 Journal article (refereed), original research

Nations as brands: Cinema's place in the branding role


Publication Details
Authors: Gupta Shashwat, Foroudi Mohammad M, Väätänen Juha, Gupta Suraksha, Wright Len Tiu
Publisher: Elsevier
Publication year: 2018
Language: English
Related Journal or Series Information: Journal of Business Research
ISSN: 0148-2963
eISSN: 1873-7978
JUFO-Level of this publication: 2
Open Access: Not an Open Access publication

Abstract

This paper contributes to the literature on nation branding. We investigate how a country's attributes, as reflected
by its cinema, built travel destination attractiveness for consumers. Our field study adds to the literature
on the role of cinema in consumer place branding. The research model analysis results show that a country's
infrastructural, cultural, political, social and environmental attributes influence nation branding. Travellers'
personal traits act as moderators, and travellers positively view these country attributes through the lenses of
their own experiences. As practical implications, the findings are valuable to country managers whose responsibility is building the brand image of their nations.


Last updated on 2019-13-03 at 12:00