Abstract
The previous chapters presented two case studies of how each of the eight nations—Brazil, India, Israel, South Africa, South Korea, Spain, the United Arab Emirates and the United States—defined and communicated its national brand through its expo pavilion. These official intentions and approaches aside, the ultimate question for the pavilions was whether Chinese visitors found their presentations interesting, compel-ling, and memorable. As noted in chapter 3, the expo’s national pavilions are constructed as branded spaces for winning the “hearts and minds” of a foreign public. What they offer is a form of “experiential goods,” like going to a movie or visiting an amusement park. Only in this instance, the experience as provided seeks to promote a nation’s image. In contrast to physical goods, the characteristics of experiential goods are hard to observe, and only become known to users upon consumption.1 In this chapter, we report on a case study based on a survey of Chinese visitors’ perceptions of their experiences at the eight pavilions.
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Notes
See Phillip Nelson, “Information and Consumer Behavior,” Journal of Political Economy 78, no. 2 (1970): 311–329. Some also use the term “experience goods."
Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity (4th edition) (New York: Pearson, 2013), 153.
B. Joseph Pine II and James H. Gilmore, The Experience Economy (updated edition) (Boston, MA: Harvard Business Review Press, 2011).
J. Joško Brakus, Bernd H. Schmitt, and Lia Zarantonello, “Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty,” Journal of Marketing 73 (May 2009): 52–68.
See Chen Tongkui, “The Expo Curtain Falls: Chinese Visitors Scoring the World,” Nan Feng Chuan no. 24 (November 17–30, 2010): 19–21 (in Chinese).
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© 2013 Jian Wang
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Wang, J. (2013). Experiencing Nation Brands. In: Shaping China’s Global Imagination. Palgrave Macmillan Series in Global Public Diplomacy. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137361721_6
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DOI: https://doi.org/10.1057/9781137361721_6
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