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 integrated model of nation branding, propose a
comprehensive definition of this concept and differentiate between nation branding and …

The term'Masstige'stands for mass prestige. Masstige marketing is a strategic phenomenon
with the goal of market penetration and brand management in the era of globalisation. The …

The marketing term 'masstige'is a hybrid of the words 'mass' and 'prestige'and is used to
describe 'luxury for the masses' or 'prestige for the masses.'These products can be …

In recent years, competition between brands have been linked to mass prestige associated
with the brands. Mass Prestige (Masstige) is very important to study, and yet it is a relatively …

The concept of destination-country image (DCI) in tourism context is an integration of two
constructs from different fields: country image from international marketing and destination …

Scholarly research regarding origins of products and brands is deep-rooted within
international marketing, with an extraordinary following as evidenced by the large body of …

Purpose–The purpose of this paper is to examine the country image of Finland among
potential travellers and potential consumers of Finnish products. Three research questions …

Country-of-origin research has primarily held the view that country-level beliefs influence
product-level beliefs. In this study, the authors investigate whether the relationship may also …

Taming wicked problems through international business policy: recommendations for
addressing modern slavery | Emerald Insight Books and journals Case studies Expert Briefings …