What is it about?
The paper provides an integrative understanding of nation branding and identifies novel research opportunities to study this research field—building the connection between nations and commercial brands through nation equity.
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This page is a summary of: Building the connection between nation and commercial brand: an integrative review and future research directions, International Marketing Review, July 2020, Emerald,
DOI: 10.1108/imr-11-2019-0268.
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