Special issue on International perspectives on nation branding: current trends and future directions

International Marketing Review

ISSN: 0265-1335

Article publication date: 30 May 2008



(2008), "Special issue on International perspectives on nation branding: current trends and future directions", International Marketing Review, Vol. 25 No. 3. https://doi.org/10.1108/imr.2008.03625caa.002



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

Special issue on International perspectives on nation branding: current trends and future directions

Article Type: Call for papers From: International Marketing Review, Volume 25, Issue 3.

Guest EditorsKeith Dinnie, Temple University, Japan Campus (TUJ), Tokyo, Japan, and T. C. Melewar, Brunel Business School, UK

Cutting-edge empirical studies in international marketing, and theoretical and conceptual papers on contemporary international marketing issues find a platform in the International Marketing Review (IMR). IMR takes pleasure in announcing the publication of a special issue dedicated to international perspectives on nation branding -- current trends and future directions.

Nation branding has emerged relatively recently as an important field in the domain of international marketing. The objective of this special issue is to examine the nature of nation branding and its relevance to international marketing in the domains of export promotion and export marketing; tourism; and foreign direct investment (FDI). The field of nation branding is characterised by an increasingly large amount of real world activity, but relatively little rigorous theory-building. The domain of nation branding remains under-theorised. This special issue thus aims to contribute to advancing the field of nation branding through a mix of conceptual and empirical papers, advancing theory, understanding and knowledge.

Conceptually, nation branding is characterised by a degree of complexity greater than that which is normally associated with brand and reputation management for single products. The multiplicity of stakeholder groups, for instance, which nation branding must address, represents a significant challenge for the discipline. The multi-dimensionality of nation branding approximates that of corporate reputation management and corporate branding, and papers investigating the nation branding/corporate reputation nexus are accordingly welcome.

The Guest Editors welcome submissions offering innovative insights into issues, developments and trends prevailing in contemporary nation branding. Papers are expected to have an original perspective, and advance the field in some respect.All rigorous and thoughtful conceptual papers, literature reviews, case studies, empirical studies and practice papers using a wide range of methodologies are encouraged. Possible topics that will be suitable for this special issue include (but are not limited to) the following:

  • Public/private sector collaboration in developing and implementing nation-branding strategy

  • International perspectives on the theory, concepts and practice of nation branding

  • The use of new technologies (e.g. internet) in nation branding

  • The impact of citizen-generated media on nation-brand perceptions

  • Building the nation-brand through hosting high-profile sporting, cultural and political events

  • The extent to which country image affects corporate and consumer brands, and vice-versa

  • Methodologies for nation-branding research

  • Case studies developing theory in nation branding

  • Brand-positioning strategy for nations

  • Perspectives on nation-brand architecture; how to structure the relationship between the ``parent'' nation-brand and sub-brands such as cities, regions, consumer brands, and other brand entities

  • The measurement of nation-brand equity on a global scale

  • International marketing communications for nations

  • Theoretical and conceptual integration of the related fields of nation branding, corporate reputation, and strategic brand management

  • New insights into the debate on the extent to which branding techniques are applicable to whole nations rather than just to product, service, or corporate brands

  • Managing the nation-brand across international markets

  • The ethical dimension of nation branding

  • International public relations and their role within nation-branding strategy

  • Likely trends and future directions in nation branding.

Submissions welcome from: 30 November 2008Closing date for submission: 31 May 2009Proposed publication date: Vol. 27 No. 3 (June 2010)

The journal homepage is located at: www.emeraldinsight.com/imr.htm Please read the author guidelines on this site before submitting your paper. Submissions to International Marketing Review must be made using the ScholarOne Manuscript Central system: http://mc.manuscriptcentral.com/imrev. All papers will be subjected to double-blind peer review.

Prospective contributors with questions concerning the potential suitability of topics, Guest Editors' expectations, or additional requirements about this special issue are invited to contact the Guest Editors by e-mail:

Keith Dinnie: dinnie@tuj.ac.jpT.C. Melewar: T.C.Melewar@brunel.ac.uk

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