Article2000

Treating the Nation as a Brand: Some Neglected Issues

John O’Shaughnessy · Nicholas Jackson O’Shaughnessy

308 citations0/0 files storedJournal of Macromarketing

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Consumer Behavior in Brand Consumption and Identification Diverse Aspects of Tourism Research European Cultural and National Identity

Abstract

After discussing the concepts of nation and image, this article considers (1) the extent to which the notion of a brand is applicable to a nation, (2) the mechanisms by which a nation’s image influences attitudes toward its products, (3) the choice processes in which country of origin is most likely to play a significant role, and (4) the extent to which the image of a nation can be manipulated. One conclusion is that the reputational capital of a nation with respect to a product category will influence choice more than a nation’s overall attractiveness, though fragments of a nation’s imagery may nonetheless be successfully exploited.

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References

1991The Competitive Advantage of Nations 1990The Competitive Advantage of Nations 2001Sources of Power: How People Make Decisions 1982Country-of-Origin Effects on Product Evaluations 1982Image and Mind 1989The Romantic Ethic and the Spirit of Modern Consumerism 1990Culture and Consumption 1989Effects of Country-of-Origin and Product-Attribute Information on Product Evaluation: An Information Processing Perspective

Cited by

2005Branding the nation: What is being branded?2010Branding the nation: Towards a better understanding 2004The differences between branding a country, a region and a city: Applying the Brand Box Model 2019Two decades of research on nation branding: a review and future research agenda 2002Leveraging export brands through a tourism destination brand 2003Effect of perceived brand origin associations on consumer perceptions of quality 2007Tourism destination brand identity: The case of Slovenia

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