A Holistic Approach to Country Branding: Examining a Master Brand and Sub-brand Framework

Musa Pinar, Valparaiso University
Aycan Duran, Valparaiso University
Tulay Girard, The Pennsylvania State University-Altoona

Defying Conventions: The Marketing Alchemy of Transforming 'Ugly' into Iconic

Monisha Gupta Dr, Marshall University
Rex McClure Dr, Marshall University

How Can Natural Language Processing Help Examine Branding Strategies? Evidence from U.S. Nonprofit Healthcare Brands

Jae Hwan Lee, Rollins College
Jiyoon An, Fayetteville State University, NC, USA

The Demise of a Nostalgic Brand: The Case of The Hudson’s Bay Company

Jon Littlefield, Dalton State College