search query: @author Lemmetyinen, A. / total: 3
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| Author: | Hakala, U. Lemmetyinen, A. |
| Title: | Co-creating a nation brand "bottom-up" |
| Journal: | Tourism review
2011 : VOL. 66:3, p. 14-24 |
| Index terms: | brands management image Finland marketing |
| Freeterms: | place branding |
| Language: | eng |
| Abstract: | This article explores the connection of the identity and image of nation-brand using co-creation paradigm to nation branding. The paper is based on empirical study conducted among 178 Finnish university students. Students was assigned to build a program for branding Finland. The results reveal that nation brand is at crossroads of three levels of identity and fragmented set of images. |
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