| Publikationstyp: | Beitrag in wissenschaftlicher Zeitschrift |
| Art der Begutachtung: | Peer review (Publikation) |
| Titel: | Nation branding and integrated marketing communications : an ASEAN perspective |
| Autor/-in: | Dinnie, Keith Melewar, T.C. Seidenfuss, Kai‐Uwe Musa, Ghazali |
| DOI: | 10.1108/02651331011058572 |
| Erschienen in: | International Marketing Review |
| Band(Heft): | 27 |
| Heft: | 4 |
| Seite(n): | 388 |
| Seiten bis: | 403 |
| Erscheinungsdatum: | 2010 |
| Verlag / Hrsg. Institution: | Emerald |
| ISSN: | 0265-1335 |
| Sprache: | Englisch |
| Schlagwörter: | Brand; Export; Marketing Communication; ZMM |
| Fachgebiet (DDC): | 658.8: Marketingmanagement |
| Zusammenfassung: | 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 study limits the generalisability of the findings; further research is required to ascertain whether the findings of this study also apply in other settings. Practical implications: Enhanced coordination needs to occur not only between the different governmental organisations engaged in nation branding strategy, but also between those organisations and their respective private sector stakeholders. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/10069 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | School of Management and Law |
| Organisationseinheit: | Institut für Marketing Management (IMM) |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
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Dinnie, K., Melewar, T. C., Seidenfuss, K.-U., & Musa, G. (2010). Nation branding and integrated marketing communications : an ASEAN perspective. International Marketing Review, 27(4), 388–403. https://doi.org/10.1108/02651331011058572
Dinnie, K. et al. (2010) ‘Nation branding and integrated marketing communications : an ASEAN perspective’, International Marketing Review, 27(4), pp. 388–403. Available at: https://doi.org/10.1108/02651331011058572.
K. Dinnie, T. C. Melewar, K.-U. Seidenfuss, and G. Musa, “Nation branding and integrated marketing communications : an ASEAN perspective,” International Marketing Review, vol. 27, no. 4, pp. 388–403, 2010, doi: 10.1108/02651331011058572.
DINNIE, Keith, T.C. MELEWAR, Kai‐Uwe SEIDENFUSS und Ghazali MUSA, 2010. Nation branding and integrated marketing communications : an ASEAN perspective. International Marketing Review. 2010. Bd. 27, Nr. 4, S. 388–403. DOI 10.1108/02651331011058572
Dinnie, Keith, T.C. Melewar, Kai‐Uwe Seidenfuss, and Ghazali Musa. 2010. “Nation Branding and Integrated Marketing Communications : An ASEAN Perspective.” International Marketing Review 27 (4): 388–403. https://doi.org/10.1108/02651331011058572.
Dinnie, Keith, et al. “Nation Branding and Integrated Marketing Communications : An ASEAN Perspective.” International Marketing Review, vol. 27, no. 4, 2010, pp. 388–403, https://doi.org/10.1108/02651331011058572.
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