Purpose – The purpose of this paper is to examine the country image of Finland among potential travellers and potential consumers of Finnish products. Three research questions are addressed, each of which contributes to the overall aim: What is the level of awareness about Finland among the...

Purpose – The paper aims to apply the co‐creation paradigm to nation branding in order to analyze how the identity and image of a nation brand are inter‐twined in terms of levels and dimensions, respectively. Design/approach/methodology – This explorative study was conducted among 178...