| Publication type: | Article in scientific journal |
| Type of review: | Peer review (publication) |
| Title: | Nation branding and integrated marketing communications : an ASEAN perspective |
| Authors: | Dinnie, Keith Melewar, T.C. Seidenfuss, Kai‐Uwe Musa, Ghazali |
| DOI: | 10.1108/02651331011058572 |
| Published in: | International Marketing Review |
| Volume(Issue): | 27 |
| Issue: | 4 |
| Page(s): | 388 |
| Pages to: | 403 |
| Issue Date: | 2010 |
| Publisher / Ed. Institution: | Emerald |
| ISSN: | 0265-1335 |
| Language: | English |
| Subjects: | Brand; Export; Marketing Communication; ZMM |
| Subject (DDC): | 658.8: Marketing management |
| Abstract: | 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 |
| Fulltext version: | Published version |
| License (according to publishing contract): | Licence according to publishing contract |
| Departement: | School of Management and Law |
| Organisational Unit: | Institute of Marketing Management (IMM) |
| Appears in collections: | Publikationen School of Management and Law |
Files in This Item:
There are no files associated with this item.
Show full item record
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.
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.