Impact of nation brand experience on nation brand loyalty, and positive WOM in a changing environment: the role of nation brand love

Purpose Nation brand building is a complex task as it involves multiple stakeholders. In the context of globalisation, a strong nation brand has important implications not only for attracting foreign businesses and tourists but also for the brands originating from that country. This study examines the role of nation brand experience in enhancing a nation's global reputation. Design/methodology/approach The relationships between nation brand experience, nation brand love, nation brand loyalty and positive word of mouth (WOM) were examined by analysing 334 survey responses collected from foreign tourists in India. Structural equation analysis was carried out as part of the analysis. Findings The results confirmed that international visitors' sensory and affective nation brand experiences significantly enhance brand love for a nation, leading to national brand loyalty and positive WOM among them. The findings are expected to help practitioners understand consumer buying behavior related to nation brand and develop innovative strategies for improving brand values. Originality/value Understanding a developing nation brand experience and how it converts to brand loyalty through the mediation effect of nation brand love from the lens of foreign tourists is the novelty of this study.