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.

中文翻译：

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民族品牌，文化认同和政治分化-探索框架

目的

这项研究的目的是提出一个框架，该框架易于评估一个国家品牌运动如何通过最终遏制政治两极分化而促进文化认同。

设计/方法/方法

通过依靠融合了不同领域理论构建的多学科方法，该方法基于一种混合方法方法，通过对关键信息人进行一系列访谈获得的定性数据与对哥伦比亚公民的调查相结合，以获取收益。关于国家品牌对政治两极化的影响的深入见解。

发现

从调查结果中可以看出，以民族品牌为基础并针对国内公民的运动可以通过促进文化认同来遏制哥伦比亚内部的政治分化。

研究局限/意义

该研究仅考虑哥伦比亚。为了充分评估框架的稳健性，将分析扩展到更广泛的国家和更广泛的国内问题将是有益的。

实际影响

该研究不仅提供了关于如何有效利用国家品牌以遏制政治两极分化的深入见解，而且还提供了有关如何有效设计国家品牌宣传活动的实践指导。调查结果与决策者相关，他们有机会不仅在海外实施知情和受过教育的国家品牌宣传活动，而且还通过与国内利益相关者的参与来从战略上解决重要的国内问题。

创意/价值

虽然在国际商业的背景下对国家品牌进行了广泛的调查，但我们对其国内影响的理解相对有限。与传统的国家品牌文献相反，本文旨在从理论上增进我们对国家品牌及其对政治两极分化的影响的理解，并衡量其对文化认同的影响。