Diversity Appreciated? a Visual Longitudinal Analysis of Ukraine’S Nation Branding Campaigns

Luca M. Visconti, ESCP Europe, France
Mine Üçok Hughes, Woodbury University, USA
Ruben Bagramian, Woodbury University, USA
Grounded on visual analysis, this paper discusses Ukraine’s nation branding campaigns since its independence from the Soviet Union in 1991. Our study i) highlights the specifics of nation branding for a country with a problematic nation image, and ii) suggests that power dynamics between international tourists and local citizens might be reverted in favor of the former party.
[ to cite ]:
Luca M. Visconti, Mine Üçok Hughes, and Ruben Bagramian (2012) ,"Diversity Appreciated? a Visual Longitudinal Analysis of Ukraine’S Nation Branding Campaigns", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 935-936.