The Art of Nation Branding

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• 作者：Michael J. Ahn ; Hsin-Ching Wu
• 关键词：Nation Branding ; National reputation ; Soft ; power ; Cultural policy ; Creative sector ; Arts sector ; Ministry of arts and culture
• 刊名：Public Organization Review
• 出版年：2015
• 出版时间：March 2015
• 年：2015
• 卷：15
• 期：1
• 页码：157-173
• 全文大小：1,166 KB
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• 刊物类别：Humanities, Social Sciences and Law
• 刊物主题：Social Sciences
  Political Science
  Public Finance and Economics
  Management
  Economic Policy
  
• 出版者：Springer Netherlands
• ISSN：1573-7098

文摘

Nation Branding refers to the application of “marketing communications techniques to promote a nation’s image.-Past literature has recognized the arts and culture sector as an effective way in improving a country’s image. This paper explores the relationship between a nation’s arts and culture sector and its brand value, and investigates the role of government in this relationship over 50 countries. We find that while both arts and culture sector and dedicated ministry of culture correlated with a country’s brand value, the presence of a ministry diminished the effects of the arts and culture sector on brand value.