Country branding research: a decade’s systematic review

• Published in: Cogent business & management Vol. 11; no. 1
• Main Authors: Tijani, Ahmed, Majeed, Mohammed, Ofori, Kwame Simpe, Abubakari, Aidatu
• Format: Journal Article
• Language: English
• Published: Taylor & Francis Group 31.12.2024
• Subjects: Country branding; Ediz Akcay, Bournemouth University Talbot Campus: Bournemouth University, UK; future research directions; nation branding; systematic review; Technology; Computer Science; Management of IT; Social Sciences; Economics
• ISSN: 2331-1975; 2331-1975
• DOI: 10.1080/23311975.2024.2307640

AbstractThe concept of country branding, also referred to as nation or place branding, involves the creation and management of a nation’s image and products to promote various aspects of its identity. This study conducted a systematic review of country branding studies based on articles published between 2010 and 2020. A total of 59 papers were obtained from electronic databases such as Scopus, search engines like Google Scholar, and publishers including Taylor and Francis, Emerald, Elsevier, and Wiley online, using a specific search criterion. Of the 59 articles, only 44 met the inclusion criteria and were included in this review. The results were organised using the theory, context, characteristics, and methods (TCCM) organising approach for systematic literature reviews. The study revealed two dominant research themes: ‘national branding campaign’ and ‘country of origin (COO). Most studies did not use any specific model and the qualitative method was the dominant research method used. The findings of this study provide a roadmap for understanding the literature on country branding and offer directions for future theory building.