A nation brand model based on the brand constructs and underlying factors: a case study of Iran

The current research deals with the design of the national brand model based on the basic brand constructs. The main goal of the current research is to identify the constructs of nation branding and its underlying factors at the level of creating awareness of Iran's national brand. In this rese...

Full description

Saved in:
Bibliographic Details
Published in:Iranian journal of management studies 2024-06, Vol.17 (3), p.799-815
Main Authors: Khoddami, Soheila, Osanlou, Bahareh, Mirzayans, Teresa
Format: Article
Language:English
Subjects:
Brand identification
Brand identity
Brand image
Case studies
Competitive advantage
Concepts
Foreign investment
Tourism
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The current research deals with the design of the national brand model based on the basic brand constructs. The main goal of the current research is to identify the constructs of nation branding and its underlying factors at the level of creating awareness of Iran's national brand. In this research, the most important constructs of the nation brand, as well as the underlying factors of each construct, were identified, which can be of special help in formulating nation brand development strategies. This research is applied based on purpose and descriptive survey. The statistical population of this study is the letsgoiran foreign tourism corporation. A sample of 360 people was analyzed. According to the results of the partial least squares technique, the most important construct affecting nation branding is brand meaning and brand recognition. In addition, the most effective underlying factor for creating a national brand is the credibility of the national brand and its overall image in the minds of the audience, especially foreign tourists who choose Iran as their destination.
ISSN:2008-7055
2345-3745
DOI:10.22059/ijms.2023.340072.675002