BRANDING A NATION: HOW DO GOVERNMENTS RESONATE WITH INTERNATIONAL AUDIENCES CULTURALLY?

Arthur Nguyen ()
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Arthur Nguyen: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: Nation branding involves applying marketing and branding techniques to governments' public diplomacy efforts to communicate a nation's core values and identity to international audiences. However, we still lack a comprehensive framework explaining how governments align their nation branding efforts with the meaning-making practices of international audiences. Our study examines governments' cultural strategies to ensure a nation brand resonates culturally with international audiences. Through a qualitative meta-synthesis of single case studies on nation branding, we detail how governments achieve cultural resonance during their nation branding journey.

Keywords: Qualitative meta-synthesis; International audiences; Cultural resonance; Government; Nation branding (search for similar items in EconPapers)
Date: 2025-12-10
Note: View the original document on HAL open archive server: https://hal.science/hal-05292518v1
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Published in 51st Conference of the International Business Academy, European International Business Academy, Dec 2025, Athènes, Greece

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05292518

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