برند ملی - Purpose – This meta-synthesis aims to building theory out of primary nation branding’s qualitative case studies that have not been planned as part of a integrate multisite effect in the form of a multilevel model.
Design/methodology/approach – This study was conducted by the meta-synthesis method to generate theory from qualitative case studies in nation branding literature. The authors retrieved 987 research papers from databases, of which 38 paper were used for meta-synthesis purposes. Each sample of current reported one or more cases, that were analyzed separately.
Findings – The results showed that case studies on the field of nation branding at two levels of people and government have examined the influential, processual, and output factors of nation branding, and there are also two categories of tangible and intangible assets for nations that influence the nation branding process and are influenced by popular and governmental factors. the government is responsible for planning and implementing the nation branding, and finally the peoples and assets factors of a country influence nation branding processes.
Originality/value – First contribute of this research is our systematically review of case studies in the domain of nation branding that have been published and identify the levels and factors involved in the literature of nation branding. The second contribute of these studies is indicate key nation branding variables in the multilevel conceptual framework using the meta-synthesis method.