Purpose – The purpose of this study is to focus on the feeling associated with being rejected by the preferred service brand, and its effect on consumer assessment of the alternate brand. Design/methodology/approach – The data were collected using a self‐administered questionnaire in the...

Nation as a brand represents the intangible assets of a country, encompassing various dimensions such as politics, economics, culture, history, and technology. However, much of extant work in nation branding has been limited to the empirical investigations of its positioning and implementation...