THE ROLE OF FASHION ELEMENTS IN THE FORMATION OF A NATION BRAND: A CONCEPTUAL FRAMEWORK AND RESEARCH METHODOLOGY
DOI:
https://doi.org/10.5281/zenodo.22804720Abstract
This article makes a conceptual and methodological contribution. The constructs are derived from the literature
on dress and identity, nation branding, and destination image and are operationalised as reflective scales with three
indicators each. The proposed research design combines visual content analysis, a survey analysed using partial least
squares structural equation modelling (PLS-SEM), and an online experiment. The third component is included specifically
because the first two methods cannot establish causal direction. The article presents a construct framework with
item-level measurement instruments, a specified model comprising seven hypotheses, a three-study design with defined
sampling and analytical thresholds, and an explicit account of potential threats to validity and corresponding remedies.
The proposed framework is designed to be practically executable rather than merely illustrative
Keywords
nation brand; fashion elements; national dress; destination image; PLS-SEM; experimental design; research methodology; authenticity; content analysis; measurementReferences
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