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

Purpose 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 …

Nation Branding: Concepts, Issues, Practice was the ground-breaking first textbook to
provide an overview of this recently established but fast-growing practice, in which the …

Purpose This study aims to draw on cue utilization and irradiation theories to: determine the
extent to which country-of-origin image and its sub-dimensions exert an aggregate and …

The study aims to investigate the determinants of brand loyalty in the apparel industry of
Botswana. A descriptive quantitative design was followed, and data were collected from …

The authors propose a model explaining the antecedents of country of origin evaluations
using the stereotype content model. Specifically, we propose a direct relationship between …

Purpose The purpose of this paper is two-fold: to expand the understanding of brand equity
for places (eg countries, regions or cities) and propose two frameworks to increase its value …

Purpose This paper aims to examine the mediating role of brand satisfaction and brand trust
in brand equity antecedents and outcomes through an empirical investigation of brand …

The purpose of this research is to understand how nation branding initiatives complement
education diplomacy for a country such as China and to investigate how country distance …

This study aimed to synthesize fragmented knowledge about international student mobility
(ISM) in higher education to provide an understanding of existing studies and directions for …