Aproximación al concepto de marca-país a través de la revisión sistemática

  1. Long, Hongquan 1
  2. Ruiz-Mora, Isabel 1
  3. Cristofol, Carmen 1
  1. 1 Universidad de Málaga
    info

    Universidad de Málaga

    Málaga, España

    ROR https://ror.org/036b2ww28

Journal:
Revista Internacional de Relaciones Públicas

ISSN: 2174-3681

Year of publication: 2024

Issue Title: Descubriendo los alcances de las Relaciones Públicas (Enero-Junio)

Volume: 14

Issue: 27

Pages: 201-222

Type: Article

DOI: 10.5783/REVRRPP.V14I27.862 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Revista Internacional de Relaciones Públicas

Abstract

In today's global landscape, a well-managed nation brand stands as a crucial intangible asset, significantly enhancing a country's ability to attract investment, talent, and tourism while distinguishing itself in international competition. This study systematically reviews nation branding research from the past decade, spanning from 2014 to April 2024, by analyzing 578 peer-reviewed articles from prominent databases like Scopus and Web of Science (WoS). Utilizing bibliometric analysis techniques, including performance analysis, citation analysis, co-citation analysis, and author analysis, the study identifies key contributions, influential publications, and leading authors within the field. The findings reveal a predominant influence of Western countries in nation branding research, with emerging contributions from BRICS nations. This comprehensive review highlights significant research trends, such as the growing importance of digital media in shaping nation brands and the increasing focus on sustainability and cultural diplomacy. The study also uncovers existing knowledge gaps, particularly in the areas of measurement methodologies and the impact of geopolitical changes on nation branding. By employing VOSviewer software, the research visualizes co-citation and co-occurrence networks, providing deeper insights into the collaborative and thematic landscape of nation branding research. These visualizations reveal key clusters of research activity and thematic concentrations, offering a roadmap for future investigations. The study aims to serve as a valuable resource for scholars and practitioners, fostering a more nuanced understanding of nation branding and guiding future research directions in this vital area. By identifying the most influential works and authors, this review not only acknowledges the contributions made to date but also sets the stage for advancing the field through targeted research addressing identified gaps and leveraging emerging trends in global nation branding strategies.

Bibliographic References

  • Ahn, M. J., & Wu, H.C. (2015). The art of nation branding: National branding value and the role of government and the arts and culture sector. Public Organization Review, 15. https://doi.org/10.1007/s11115-013-0255-6.
  • Anholt, S. (2005). Anholt Nation Brands Index: How does the world see America? Journal of Advertising Research, 45 (3), 296-304. https://doi.org/10.1017/S0021849905050336
  • Anholt, S. (2008). Las marcas país. Estudios Internacionales, 41(161), 193-197. https://doi.org/10.5354/0719-3769.2008.14290
  • Argenti, P. A., & Druckenmiller, B. (2004). Reputation and the corporate brand. Corporate Reputation Review, 6, 368–374. https://doi.org/10.1057/palgrave.crr.1540005
  • Batey, M. (2016). Brand Meaning: Meaning, Myth and Mystique in Today's Brands (2nd ed.). Routledge.
  • Belete, M. (2017). The brand image of Malta as a tourism destination: A case study in public relations and corporate communication practice. VISTAS: Education, Economy and Community, 44-61. https://repository.uwl.ac.uk/id/eprint/3147
  • Belloso, J. C. (2010). Country brand: A differentiation mechanism and source of intangibles. Paradigmes, economía productiva i coneixement, 5, 42-51. https://www.raco.cat/index.php/Paradigmes/article/view/218443/297603
  • Boulding, K. E. (1959). National images and international systems. Journal of Conflict Resolution, 3(2), 120-131. https://doi.org/10.1177/0022002759003002
  • Capriotti, P. (2010). Branding corporativo: Gestión estratégica de la identidad corporativa. Revista Comunicación, 27, 15-22
  • Chaves, E., Botelho, D., & Giraldi, J. (2019). Análisis del valor de la marca país y de la percepción de cultura. Estudios y perspectivas en turismo, 28(3), 570-588.
  • Clarivate. (n.d.) Web of Science Group. https://clarivate.com/webofsciencegroup/solutions/web-%20of-%20science
  • de las Heras-Pedrosa, C., Jambrino-Maldonado, C., Rando-Cueto, D., & Iglesias-Sánchez, P. (2022). Articles in health communication: A science mapping analysis in Web of Science. International Journal of Environmental Research and Public Health, 19(3), https://doi.org/10.3390/ijerph19031705
  • Demir, A. Z., Elioz, M., Cebi, M., Cekin, R., & Yamak, B. (2015). A strategic approach for export: Improving country image through the Olympics. The Anthropologist, 20(3), 457-461. https://doi.org/10.31784/zvr.11.1.13
  • Dinnie, K. (2008). Nation Branding: Concepts, Issues, Practice. Butterworth-Heinemann.
  • Dinnie, K. (2015). Nation Branding: Concepts, Issues, Practice. Routledge.
  • Dinnie, K. (2022). Nation Branding: Concepts, Issues, Practice. Routledge.
  • Dinnie, K., Melewar, T. C., Seidenfuss, K.-U., & Musa, G. (2010). Nation branding and integrated marketing communications: An ASEAN perspective. International Marketing Review, 27(4), 388-403. https://doi.org/10.1108/02651331011058572
  • Donner, M., & Fort, F. (2018). Stakeholder value-based place brand building. Journal of Product & Brand Management, 27 (7), 807-818. https://doi.org/10.1108/JPBM-10-2017-1652
  • Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285-296. https://doi.org/10.1016/j.jbusres.2021.04.070
  • Elsevier. (n.d.). Scopus. https://www.elsevier.com/products/scopus
  • Ettenson, R., & Jonathan, A. (2008). Don’t confuse reputation with brand. MIT Sloan Management Review, 49(2), 19-21.
  • Fan, Y. (2010). Branding the nation: Towards a better understanding. Place Branding and Public Diplomacy, 6, 97–103 https://doi.org/10.1057/pb.2010.16
  • Feridun, M., & Sissoko, Y. (2011). Impact of FDI on economic development: A causality analysis for Singapore (1976–2002). International Journal of Economic Sciences and Applied Research, 1, 7-17.
  • Giannopoulos, A. A. (n.d.). “Desti-Nation Branding”: What for? From the notions of tourism and nation branding to an integrated framework. In Berlin International Economics Congress (2011).
  • García-Muñoz, C. (2018). Achievements and limits of strategic communication for nation-building: The case of Spain’s Catalan region (1979-2017). Revista Internacional de Relaciones Públicas, 15(8), 129-152. http://dx.doi.org/10.5783/RIRP-15-2018-08-129-152
  • Grunig, J.E. & Hunt, T. (1984). Managing Public Relations. Holt, Rinehart and Wilson.
  • Hao, A. A., Paul, J., Trott, S., Guo, C., & Wu, H.-H. (2021). Two decades of research on nation branding: A review and future research agenda. International Marketing Review, 38(1), 46-69. https://doi.org/10.1108/IMR-01-2019-0028
  • Herrero-Crespo, Á., Gutiérrez, H. S. M., & Garcia-Salmones, M. d. M. (2016). Influence of country image on country brand equity: Application to higher education services. International Marketing Review. https://doi.org/10.1108/IMR-02-2015-0028
  • Hosseini, S. (2021). Memorable tourism experience research: A systematic review of the literature. Tourism Recreation Research. 48 (3), 465–479.https://doi.org/10.1080/02508281.2021.1922206
  • Johnson, H., & Gentles-Peart, K. (Eds.). (2019). Brand Jamaica: Reimagining a National Image and Identity. Nebraska University.
  • Kladou, S., Kavaratzis, M., Rigopoulou, I., & Salonika, E. (2016). The role of brand elements in destination branding. Journal of Destination Marketing & Management, 6 (4), 426-435 https://doi.org/10.1016/j.jdmm.2016.06.011
  • Koh, B. S. (2020). Brand Singapore: Nation Branding in a World Disrupted by Covid-19. Marshall Cavendish International (Asia).
  • Maurya, U. K., & Mishra, P. (2012). What is a brand? A Perspective on Brand Meaning. European Journal of Business and Management, 4(3), 122-133. https://www.iiste.org/journals/index.php/EJBM/article/view/1322
  • Kuhzady, S. (2020). Peer-to-peer (P2P) accommodation in the sharing economy: A review. Current Issues in Tourism, 25 (19), 3115–3130. https://doi.org/10.1080/13683500.2020.1786505
  • Lee, R., & Lee, Y. (2019). The role of nation brand in attracting foreign direct investments: A case study of Korea. International Marketing Review, 38 (1), 124-140. https://doi.org/10.1108/IMR-01-2019-0024
  • Meng, X. (2020). National Image: China’s Communication of Cultural Symbols. Springer Singapore. https://doi.org/10.1007/978-981-15-3147-7_5
  • Mindrut, S., Manolica, A., & Roman, C. T. (2015). Building brands identity. Procedia Economics and Finance, 20, 393-403. https://doi.org/10.1016/S2212-5671(15)00088-X
  • Miño, P. (2022). Nation Branding as a Modern Expression of Colonialism in Latin America: A Focus on Chile, Colombia, and Peru. International Journal of Communication, 16, 2762–2780.
  • Mittilä, T. S., & Laurén, H. L. M. (2014). Country branding. In 2014 International Conference on Global Economy, Commerce and Service Science (GECSS-14) (pp. 370-373). Atlantis Press.
  • Mugobo, V. V., & Ukpere, W. I. (2011). Is country branding a panacea or poison? African Journal of Business Management, 5(20), 8248-8255. https://doi.org/10.5897/AJBM11.951
  • Muñiz Jr., A. M. (2015). Brands and branding. In The Blackwell Encyclopedia of Sociology. https://doi.org/10.1002/9781405165518.wbeosb047
  • Norris, M., & Oppenheim, C. (2007). Comparing alternatives to the Web of Science for coverage of the social sciences' literature. Journal of Informetrics, 1(2), 161-169. https://doi.org/10.1016/j.joi.2006.12.001
  • Olins, W. (1999). Trading Identities: Why countries and companies are taking on each others’ role in Dinnie, K. (2004) Place Branding: Overview of an emerging literature, Place Branding, 1, 1, 106-110.
  • Ortiz, F. C. (2016). The view to another: cultural barriers to communication, new narrative and Brazil country brand. Revista Científica Hermes, 15, 242-262.
  • Osiński, Z. (2018). The usefulness of data from Web of Science and Scopus databases for analyzing the state of a scientific discipline: The case of library and information science. Zagadnienia Informacji Naukowej-Studia Informacyjne, 57, 45-93. https://doi.org/10.36702/zin.469
  • Papadopoulos, N., & Hamzaoui-Essoussi, L. (2015). Place images and nation branding in the African context: Challenges, opportunities, and questions for policy and research. Africa Journal of Management, 1, 54–77 https://doi.org/10.1080/23322373.2015.994423
  • Puente-Díaz, R. (2018). Using international sport events as part of a brand construction strategy: The case of the destination brand Mexico. International Journal of Sports Marketing and Sponsorship, 19 (2), 147-159 https://doi.org/10.1108/IJSMS-08-2017-0088
  • Roll, M. (2006). Asian Brand Strategy: How Asia Builds Strong Brands. Palgrave Macmillan.
  • Saed, R. A., Upadhya, A., & Saleh, M. A. (2020). Role of airline promotion activities in destination branding: Case of Dubai vis-à-vis Emirates Airline. European Research on Management and Business Economics, 26 (3), 121-126 https://doi.org/10.1016/j.iedeen.2020.07.001
  • Sánchez-Nuñez, P., Cobo, M., De Las Heras-Pedrosa, C., Peláez, J., & Herrera-Viedma, E. (2020). Opinion mining, sentiment analysis and emotion understanding in advertising: A bibliometric analysis, en IEEE Access, 8, 134563-134576 https://doi.org/10.1109/ACCESS.2020.3009482
  • Searson, E. M., & Johnson, M. A. (2010). Transparency laws and interactive public relations: An analysis of Latin American government Web sites. Public Relations Review, 36(2), 120-126. https://doi.org/10.21013/jems.v15.n2.p1
  • Strauck Franco, M. A. (2013). La información publicada en la prensa internacional como elemento configurador de la imagen de los países: el caso de Paraguay. Revista Internacional de Relaciones Públicas, 3(5), 69-94. http://dx.doi.org/10.5783/RIRP-5-2013-05-69-94
  • Smith, R. D. (2013). Public Relations: The Basics. Routledge.
  • Szondi, G. (2007). The role and challenges of country branding in transition countries: The Central and Eastern European experience. Place Branding and Public Diplomacy, 3(1), 8-20. https://doi.org/10.1057/palgrave.pb.6000044
  • Szondi, G. (2010). From image management to relationship building: A public relations approach to nation branding. Place Branding and Public Diplomacy, 6, 333–343. https://doi.org/10.1057/pb.2010.32
  • Tatevossian, A. R. (2008). Domestic society's (often-neglected) role in nation branding. Place Branding and Public Diplomacy, 4, 182–190. https://doi.org/10.1057/pb.2008.8
  • Ulldemolinsa, J. R., & Zamoranoa, M. M. (2014). Spain’s nation branding project Marca España and its cultural policy: The economic and political instrumentalization of a homogeneous and simplified cultural image. International Journal of Cultural Policy, 21 (1), 20–40. https://doi.org/10.1080/10286632.2013.877456
  • Van Zummeren-Moreno, G., & Haro, R. (2019). NoDo en la construcción de imagen marca país en el primer franquismo (1943-1951). Revista Internacional de Relaciones Públicas, 9(18), 29-52. https://doi.org/10.5783/revrrpp.v9i18.610
  • Wheeler, A. (2013). Designing Brand Identity: An Essential Guide for the Whole Branding Team. Wiley.
  • Wiseman, G., & Kerr, P. (Eds.). (2013). Diplomacy in a Globalizing World: Theories and Practices. OUP USA.
  • Xifra i Triadú, J. (2010). Relaciones públicas y nacionalismo: una aproximación a la construcción nacional desde la perspectiva de las relaciones públicas. Trípodos, 26, 117-132. https://www.raco.cat/index.php/Tripodos/article/view/187680
  • Xiao, Y., & Watson, M. (2019). Guidance on conducting a systematic literature. Journal of Planning Education and Research, 39(1), 93. https://doi.org/10.1177/0739456X17723
Data source: Dialnet