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Nation brand: exploring the concept
(09-05-2016) Psimouli, Maria; Athens University of Economics and Business, Department of Marketing and Communication; Avlonitis, George
The present thesis attempted to explore nation brand’s aspects (international touch points) under a factual perspective that would allow delineation of the construct of nation brand equity and examination of its relationship with a nation’s competitiveness in the global environment. In parallel, the potential role of each country’s specific resources was taken into account. The main research question of this dissertation was whether there is a link between Nation Brand Equity and Nation Competitiveness. In order for this question to be answered, several sub-questions were explored not only for the total database (80 countries over a 4-year period) but also for various groupings of countries according to their stage of economic development (using the World Economic Forum classification as a basis) and on a per year basis.The findings that were revealed in the end seem to shed more light on the role of nation branding in the competitive international environment, contribute to the understanding of respective concepts and the relationships among them, and unveil fields for further research.