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

Lookup NU author(s): Professor Suraksha Gupta

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).

Abstract

© 2018 Elsevier Inc. 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.

Publication metadata

Author(s): Gupta S, Foroudi MM, Vaatanen J, Gupta S, Tiu Wright L

Publication type: Article

Publication status: Published

Journal: Journal of Business Research

Year: 2020

Volume: 116

Pages: 721-733

Print publication date: 01/08/2020

Online publication date: 27/02/2018

Acceptance date: 10/02/2018

Date deposited: 19/10/2018

ISSN (print): 0148-2963

ISSN (electronic): 1873-7978

Publisher: Elsevier Inc.

URL: https://doi.org/10.1016/j.jbusres.2018.02.017

DOI: 10.1016/j.jbusres.2018.02.017

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