Purpose

Although recent models of place branding have proposed culture as a crucial element in establishing a strong place or nation brand, the way in which cultural products influence the brand equity of other products from the same nation has not yet been studied. This study aims to argue that when a nation has strong legal institutions, as perceived by investors and managers, it offers fertile soil for cultivating cultural products that, when exported, can act as “cultural ambassadors,” promoting the country image in the minds of consumers and the value of the country's brands.

Design/methodology/approach

Exports of cultural products are provided by UNESCO. Valuable brands are those that brand finance included in its global top 500 most valuable brands list. The rule of law is provided by the World Bank. Panel regression models are used.

Findings

Supporting the hypotheses, exports of cultural products show positive effects on the value of brands from that country, and the rule of law shows positive effects on exports of cultural products.

Practical implications

Policymakers could improve the brand value of local firms by promoting exports of cultural products. To do so, policymakers should initiate judicial reforms that strengthen the rule of law to protect contracts and property rights.

Originality/value

This study examines the hitherto underexplored effects that a country's cultural product exports have on the brand value of firms from that country. Most prior research has focused on factors affecting imports of cultural products.

中文翻译：

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出口文化产品的前因和后果

目的

尽管最近的场所品牌推广模式已将文化作为建立强势品牌或民族品牌的关键要素，但尚未研究文化产品影响同一国家其他产品的品牌资产的方式。这项研究旨在证明，当一个国家拥有强大的法律制度（如投资者和管理者所认为的）时，它将为培育文化产品提供肥沃的土壤，这些文化产品在出口时可以充当“文化大使”，从而在人们的心中提升国家形象。消费者和国家品牌的价值。

设计/方法/方法

教科文组织提供文化产品的出口。有价值的品牌是那些将品牌财务列入其全球500强最有价值品牌列表的品牌。法治由世界银行提供。使用面板回归模型。

发现

为支持这一假设，文化产品出口对该国品牌价值产生积极影响，法治对文化产品出口产生积极影响。

实际影响

政策制定者可以通过促进文化产品的出口来提高本地公司的品牌价值。为此，政策制定者应发起司法改革，以加强法治以保护合同和财产权。

创意/价值

这项研究考察了一个国家的文化产品出口迄今对该国公司品牌价值产生的尚未被充分挖掘的影响。先前的大多数研究都集中在影响文化产品进口的因素上。