TY  - JOUR
AB  - Purpose The objective of this research is to propose a framework which is apt to assess how a nation branding campaign could promote cultural identity by ultimately curbing political polarization.Design/methodology/approach By relying on a multidisciplinary approach that blends theoretical constructs from different fields the methodology is based on a mixed-method approach whereby the qualitative data stemming from a set of interviews with key-informants is coupled by a survey of Colombian citizens in order to gain in-depth insights over the impact of nation branding on political polarization.Findings From the findings, it emerges that a campaign based on nation branding and targeting domestic citizens could curb political polarization within Colombia, by also fostering cultural identity.Research limitations/implications The study considers only Colombia. To fully assess the robustness of the framework it would be useful to extend the analysis to a broader range of countries and to a wider set of domestic issues.Practical implications The research not only provides in-depth insights on how nation branding can be used effectively in order to curb political polarization but also practical guidance on how a nation branding campaign can be effectively designed. The findings are relevant to policy-makers that have the opportunity to implement informed and educated nation branding campaigns not just overseas, but also to strategically address important domestic issues by engaging the domestic stakeholders.Originality/value While country branding has been extensively investigated within the context of international business, we have a relatively limited understanding of its domestic impact. In contrast to traditional country branding literature, this paper aims to theoretically advance our understanding of nation branding and its effect on political polarization, as well as gauging its impact on cultural identity.
VL  - 38
IS  - 1
SN  - 0265-1335
DO  - 10.1108/IMR-01-2019-0049
UR  - https://doi.org/10.1108/IMR-01-2019-0049
AU  - Vecchi Alessandra
AU  - Silva Emmanuel Sirimal
AU  - Jimenez Angel Lina Maria
PY  - 2020
Y1  - 2020/01/01
TI  - Nation branding, cultural identity and political polarization – an exploratory framework
T2  - International Marketing Review
PB  - Emerald Publishing Limited
SP  - 70
EP  - 98
Y2  - 2024/09/20
ER  -