The impact of nation branding campaigns on country image. Case Study: Romania
The purpose of this paper is to analyze how a nation branding campaign can influence the image of a country and to highlight its positive or negative impact on industries such as tourism and on people’s perception. In order to accomplish this objective, Romania was taken as a case study. Five of the...
| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2017-06-01
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| Series: | Management şi Marketing |
| Subjects: | |
| Online Access: | https://doi.org/10.1515/mmcks-2017-0014 |
| _version_ | 1811225509048090624 |
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| author | Andrei Anca-Georgiana |
| author_facet | Andrei Anca-Georgiana |
| author_sort | Andrei Anca-Georgiana |
| collection | DOAJ |
| description | The purpose of this paper is to analyze how a nation branding campaign can influence the image of a country and to highlight its positive or negative impact on industries such as tourism and on people’s perception. In order to accomplish this objective, Romania was taken as a case study. Five of the most important nation branding campaigns in Romania, after 1989, were examined in comparison, analyzing the same indicators. In the end, the paper shows that if nation branding campaigns do not follow a long-term strategy with all actors involved in the process, its impact in country image may be rather negative. |
| first_indexed | 2024-04-12T09:07:19Z |
| format | Article |
| id | doaj.art-8d2ea3737a1e437b828f79ab760e26bf |
| institution | Directory Open Access Journal |
| issn | 1842-0206 |
| language | English |
| last_indexed | 2024-04-12T09:07:19Z |
| publishDate | 2017-06-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Management şi Marketing |
| spelling | doaj.art-8d2ea3737a1e437b828f79ab760e26bf2022-12-22T03:39:03ZengSciendoManagement şi Marketing1842-02062017-06-0112222223610.1515/mmcks-2017-0014mmcks-2017-0014The impact of nation branding campaigns on country image. Case Study: RomaniaAndrei Anca-Georgiana0The Bucharest University of Economic Studies, Bucharest, RomaniaThe purpose of this paper is to analyze how a nation branding campaign can influence the image of a country and to highlight its positive or negative impact on industries such as tourism and on people’s perception. In order to accomplish this objective, Romania was taken as a case study. Five of the most important nation branding campaigns in Romania, after 1989, were examined in comparison, analyzing the same indicators. In the end, the paper shows that if nation branding campaigns do not follow a long-term strategy with all actors involved in the process, its impact in country image may be rather negative.https://doi.org/10.1515/mmcks-2017-0014nation brandingcountry imagenation branding campaignglobalizationcomparative analysisswot |
| spellingShingle | Andrei Anca-Georgiana The impact of nation branding campaigns on country image. Case Study: Romania Management şi Marketing nation branding country image nation branding campaign globalization comparative analysis swot |
| title | The impact of nation branding campaigns on country image. Case Study: Romania |
| title_full | The impact of nation branding campaigns on country image. Case Study: Romania |
| title_fullStr | The impact of nation branding campaigns on country image. Case Study: Romania |
| title_full_unstemmed | The impact of nation branding campaigns on country image. Case Study: Romania |
| title_short | The impact of nation branding campaigns on country image. Case Study: Romania |
| title_sort | impact of nation branding campaigns on country image case study romania |
| topic | nation branding country image nation branding campaign globalization comparative analysis swot |
| url | https://doi.org/10.1515/mmcks-2017-0014 |
| work_keys_str_mv | AT andreiancageorgiana theimpactofnationbrandingcampaignsoncountryimagecasestudyromania AT andreiancageorgiana impactofnationbrandingcampaignsoncountryimagecasestudyromania |