Vecchi, Alessandra; Silva, Emmanuel Sirimal; Jimenez … - In: International Marketing Review 38 (2020) 1, pp. 70-98
Purpose: The objective of this research is to propose a framework which is apt to assess how a nation branding campaign could promote cultural identity by ultimately curbing political polarization. Design/methodology/approach: By relying on a multidisciplinary approach that blends theoretical...