Nation branding and integrated marketing communications: an ASEAN perspective

By K. Dinnie, T. Melewar, Kai-Uwe Seidenfuss, Ghazali Musa. 2010

114 citations recorded by the source corpus.

Purpose – This paper aims to examine the extent to which the nation branding activities of export promotion organisations (EPOs), investment agencies (IAs), national tourism organisations (NTOs) and embassies follow the principle of coordination that characterises an integrated marketing communications approach.Design/methodology/approach – A qualitative exploratory approach was taken, comprising face‐to‐face in‐depth interviews with key informants from five Association of Southeast Asian Nations (ASEAN) involved in the implementation of nation branding communications in terms of export promotion, tourism, investment attraction and public diplomacy.Findings – Seven key dimensions of interorganisational coordination in a nation branding context emerge from our results. These dimensions include sector, organisation domicile, mode, strategy formulation, nature, frequency and target audience.Research limitations/implications – The relatively small dataset as well as the restricted geographic scope of the stud...

Subfields: Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/5f8ee82621e02d4c5227d787b232dd221311bc44