The Relevance of the Nation Brand to International Marketing

Heather Skinner, Krzysztof Kubacki

    Research output: Contribution to conferencePaperpeer-review


    There have been many studies investigating the extent to which a product’s country of origin (COO) or product country image (PCI) exerts an effect that influences consumers’ perceptions of imported products based on the stereotype image of the exporting country. However, the nature of the relationship between the way the nation brand is created and communicated, and the way this influences customers when purchasing the outputs of that nation remains under-theorised. The aim of this paper is to explain this relationship in order to clarify the relevance of the nation brand to international marketing. In order to do this, we present the findings of a critical hermeneutic analysis of a range of research artefacts including a previous empirical study into the creation and communication of the brand of a specific nation (in this case, Poland); previously archived data; and a conceptual model of nation branding. Findings offer confirmation of this previously untested conceptual model, and additional clarification of the relative importance of its components. This can offer insights that have implications in practice for tourism, export, and the attraction of foreign investment and economic immigration by examining moderating factors that affect the contact points that reach the nation brand’s international target markets. This paper also takes an original approach by considering an holistic conceptualisation of nation branding by placing it in the context of a real nation and its relation with other nations in an international marketing context.
    Original languageEnglish
    Publication statusPublished - 28 Jun 2010
    Event Proceedings of the 8th International Academy of Management and Business Summer Conference - Madrid, Spain
    Duration: 28 Jun 201030 Jun 2010


    Presentation Proceedings of the 8th International Academy of Management and Business Summer Conference


    • place marketing
    • nation branding
    • country of origin


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