Drug Cartels and Apartheid: Critical Study of Nation Branding in Developing Countries Burdened by Stigmatizations
(2014) BUSN39 20141Department of Business Administration
- Abstract
- Nation branding is gaining increasing importance between both scholars and practitioners.
Although, research in this field seems to focus mainly on developed economies, developing countries are
affected by a “label effect” of being categorized as ‘developing’ which generates tacit social
stigmatizations. Hence, their attempts to craft a desirable brand image to attract investment, tourism and
human resources must deal with these stigmas. In this thesis we explore the effort of two developing
countries, Mexico and South Africa, in crafting a desirable and compelling nation brand. In order to
accomplish this purpose we employ a semiotic analysis of four video campaigns (targeted to internal and
external audiences) and a lexical... (More) - Nation branding is gaining increasing importance between both scholars and practitioners.
Although, research in this field seems to focus mainly on developed economies, developing countries are
affected by a “label effect” of being categorized as ‘developing’ which generates tacit social
stigmatizations. Hence, their attempts to craft a desirable brand image to attract investment, tourism and
human resources must deal with these stigmas. In this thesis we explore the effort of two developing
countries, Mexico and South Africa, in crafting a desirable and compelling nation brand. In order to
accomplish this purpose we employ a semiotic analysis of four video campaigns (targeted to internal and
external audiences) and a lexical semantic analysis of brand perceptions from an online community. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/4468597
- author
- Stringari, Alessio LU and Luz Oliva, Karla Estefania LU
- supervisor
- organization
- alternative title
- Critical Study of Nation Branding in Developing Countries Burdened by Stigmatizations
- course
- BUSN39 20141
- year
- 2014
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Nation brand, nation branding, developing countries, semiotics, lexical semantic, critical theory.
- language
- English
- id
- 4468597
- date added to LUP
- 2014-06-25 15:59:04
- date last changed
- 2014-06-25 15:59:04
@misc{4468597, abstract = {{Nation branding is gaining increasing importance between both scholars and practitioners. Although, research in this field seems to focus mainly on developed economies, developing countries are affected by a “label effect” of being categorized as ‘developing’ which generates tacit social stigmatizations. Hence, their attempts to craft a desirable brand image to attract investment, tourism and human resources must deal with these stigmas. In this thesis we explore the effort of two developing countries, Mexico and South Africa, in crafting a desirable and compelling nation brand. In order to accomplish this purpose we employ a semiotic analysis of four video campaigns (targeted to internal and external audiences) and a lexical semantic analysis of brand perceptions from an online community.}}, author = {{Stringari, Alessio and Luz Oliva, Karla Estefania}}, language = {{eng}}, note = {{Student Paper}}, title = {{Drug Cartels and Apartheid: Critical Study of Nation Branding in Developing Countries Burdened by Stigmatizations}}, year = {{2014}}, }