Purpose

This paper aims to provide an integrative review on nation branding literature and to identify new avenues for future research on embedding nation equity into commercial brands.

Design/methodology/approach

Integrative review and analysis with conceptual development and future research directions.

Findings

The authors firstly identify conceptualizations and measurements of nation brand as national identity and as national image. Consistently, three theoretical perspectives investigating nation branding were given: first, the macro view focusing on nation brand broadly as political and cultural identity; second, the micro view focusing on nation brand as a country image; and finally, the integrative view using the emerging construct of nation equity. Inspired by the last theoretical view, the authors discuss four research foci that examine nation equity in commercial brands for future research.

Originality/value

The paper provides an integrative understanding of nation branding and identifies novel research opportunities to study this research field – building the connection between nations and commercial brands through nation equity.

中文翻译：

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建立国家品牌与商业品牌之间的联系：综合回顾和未来研究方向

目的

本文旨在提供对民族品牌文献的综合综述，并为今后将民族资产嵌入商业品牌中的研究寻找新途径。

设计/方法/方法

具有概念发展和未来研究方向的综合审查和分析。

发现

作者首先将民族品牌的概念化和度量确定为民族身份和民族形象。一致地，给出了研究民族品牌的三种理论观点：第一，宏观观点广泛地将民族品牌作为政治和文化认同。第二，以民族品牌为国家形象的微观观点。最后，使用新兴的国家平等结构的综合观点。受最后一种理论观点的启发，作者讨论了四个研究重点，这些重点研究了商业品牌中的国家资产以用于未来研究。

创意/价值

本文提供了对国家品牌的综合理解，并确定了研究该领域的新颖研究机会–通过国家资产建立国家与商业品牌之间的联系。