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The Art of Nation Branding

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  • Michael Ahn
  • Hsin-Ching Wu

Abstract

Nation Branding refers to the application of “marketing communications techniques to promote a nation’s image.” Past literature has recognized the arts and culture sector as an effective way in improving a country’s image. This paper explores the relationship between a nation’s arts and culture sector and its brand value, and investigates the role of government in this relationship over 50 countries. We find that while both arts and culture sector and dedicated ministry of culture correlated with a country’s brand value, the presence of a ministry diminished the effects of the arts and culture sector on brand value. Copyright Springer Science+Business Media New York 2015

Suggested Citation

  • Michael Ahn & Hsin-Ching Wu, 2015. "The Art of Nation Branding," Public Organization Review, Springer, vol. 15(1), pages 157-173, March.
    • Handle: RePEc:kap:porgrv:v:15:y:2015:i:1:p:157-173
    DOI: 10.1007/s11115-013-0255-6
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    Cited by:

    1. Lu, Irene R.R. & Kwan, Ernest & Heslop, Louise A. & Thomas, D. Roland & Cedzynski, Marzena, 2019. "The ivory tower and the street: How researchers defined country image over four decades and what consumers think it means," Journal of Business Research, Elsevier, vol. 105(C), pages 80-97.

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