Country branding emerging from citizens’ emotions and the perceptions of competitive advantage: the case of Malaysia

Che-Ha, Norbani, Nguyen, Bang, Yahya, Wan Kalthom, Melewar, T. C. and Chen, Yeo Pei (2016) Country branding emerging from citizens’ emotions and the perceptions of competitive advantage: the case of Malaysia. Journal of Vacation Marketing, 22 (1). pp. 13-28. ISSN 1356-7667

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Abstract

This article aims to examine the elements of country branding from the perspectives of a country’s citizens. In this exploration, the study constructs their views toward the country using both emotion (affect) and perceptions of competitive advantage and subsequently conceptualizes and tests a framework of internal country-branding elements. Using a survey approach, the study generated a total sample of 445 respondents across Malaysia. Structural equation modeling was employed to analyze the data and to test the hypotheses. Findings indicate that Malaysia can be portrayed favorably through export, human capital, culture and heritage, and political efforts. While some elements (human capital, culture and heritage, and politics) are important to foster positive emotions among its citizens, others (export, human capital, and politics) are considered as key tools to build competitive advantage. Implications exist for tourism marketers and policy makers, as the study highlights the importance of branding toward a country’s citizens and revealing the specific preferences affecting the citizens’ emotions and perceptions toward competitive advantage.

Item Type: Article
Additional Information: Published online before print May 21, 2015
Keywords (uncontrolled): Country branding, destination marketing, citizenship choice, place marketing, nation branding, country image, country-of-origin.
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 18974
Notes on copyright: Norbani Che-Ha, Bang Nguyen, Wan Kalthom Yahya, TC Melewar, and Yeo Pei Chen, Country branding emerging from citizens’ emotions and the perceptions of competitive advantage: The case of Malaysia, Journal of Vacation Marketing, Vol 22, Issue 1, pp. 13 - 28. Copyright © 2015 The Author(s). Reprinted by permission of SAGE Publications.
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Depositing User: Tc Melewar
Date Deposited: 07 Mar 2016 12:44
Last Modified: 02 Jun 2019 14:57
URI: https://eprints.mdx.ac.uk/id/eprint/18974

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