The impact of nation branding campaigns on country image. Case Study: Romania

Andrei Anca-Georgiana ()
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Andrei Anca-Georgiana: The Bucharest University of Economic Studies, Bucharest, Romania

Management & Marketing, 2017, vol. 12, issue 2, 222-236

Abstract: The purpose of this paper is to analyze how a nation branding campaign can influence the image of a country and to highlight its positive or negative impact on industries such as tourism and on people’s perception. In order to accomplish this objective, Romania was taken as a case study. Five of the most important nation branding campaigns in Romania, after 1989, were examined in comparison, analyzing the same indicators. In the end, the paper shows that if nation branding campaigns do not follow a long-term strategy with all actors involved in the process, its impact in country image may be rather negative.

Keywords: nation branding; country image; nation branding campaign; globalization; comparative analysis; SWOT (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:12:y:2017:i:2:p:222-236:n:4

DOI: 10.1515/mmcks-2017-0014

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