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

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  • Linwan Wu

    (College of Journalism and Communications, University of Florida)

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.

Suggested Citation

  • Linwan Wu, 2017. "Relationship building in nation branding: The central role of nation brand commitment," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(1), pages 65-80, February.
    • Handle: RePEc:pal:pbapdi:v:13:y:2017:i:1:d:10.1057_pb.2015.16
    DOI: 10.1057/pb.2015.16
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    Cited by:

    1. Shi, Si & Cao, Yu & Chen, Yang & Chow, Wing S., 2019. "How social media brand pages contribute to functional conflict: The central role of commitment," International Journal of Information Management, Elsevier, vol. 45(C), pages 95-106.
    2. Aymen A. Mohib & Conor Carroll, 2024. "Nation branding as a tool to attract foreign direct investments: a case study of Qatar," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(3), pages 363-377, September.
    3. Jiayin Zhang & Mingliang Lin & Min Wang & Yinbin Lin, 2023. "Scale transformation of place brands: a visual study of Xinhepu, Guangzhou," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.

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