EconPapers    
Economics at your fingertips  
 

Relationship building in nation branding: The central role of nation brand commitment

Linwan Wu ()
Additional contact information
Linwan Wu: College of Journalism and Communications, University of Florida

Place Branding and Public Diplomacy, 2017, vol. 13, issue 1, No 6, 65-80

Abstract: Abstract The essence of nation branding is relationship building. Nation brand commitment is proposed in this study to indicate the strength of one’s relationship with a nation brand. A conceptual model is posited to explain how a nation brand impacts consumers’ traveling and product purchasing intention. It is discovered that nation brand trustworthiness positively predicts nation brand commitment, which in turn positively influences consumers’ traveling intention. The cultural value of uncertainty avoidance influences nation brand commitment in a negative way. Moreover, cultural distance attenuates the impact of nation brand commitment on traveling intention and product purchase intention. Implications and directions for future research are also provided.

Keywords: nation branding; nation brand commitment; nation brand trustworthiness; cultural values; cultural distance (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://link.springer.com/10.1057/pb.2015.16 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:pbapdi:v:13:y:2017:i:1:d:10.1057_pb.2015.16

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41254

DOI: 10.1057/pb.2015.16

Access Statistics for this article

Place Branding and Public Diplomacy is currently edited by Robert Govers and James Pamment

More articles in Place Branding and Public Diplomacy from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().

 
Page updated 2025-03-19
Handle: RePEc:pal:pbapdi:v:13:y:2017:i:1:d:10.1057_pb.2015.16