International disputes and nation branding. Investigating Individual Attitudes, Attitude Changes, and Its Implications in the wake of the NATO dispute between Turkey and Sweden

Abstract

This thesis investigates the interplay between attitudes and nation branding in the context of the NATO dispute between Sweden and Turkey, along with its subsequent events. The study employs a mixed-method approach, combining a pre-study and content analysis, with a quantitative survey and qualitative interviews that illustrates the nuances of the attitudes measured. Nation branding is an essential part of managing a country, as it concerns how the nation is perceived by other actors, and in turn how those actors behave towards the country. Attitudes and the perception of one country shifting in a negative direction can have adverse effects on a country’s economic, cultural, and political vitality. The aim of this study is to describe current attitude among inhabitants of both countries towards the other countries, to understand the impact the NATO dispute may have had on each nation brand and identify the potential implications the dispute may have on each country. The scope of analysis utilizes theories such as the tri-component model, attribution theory and literature on nation branding in order to achieve its research objectives. The findings reveal that many factors are at play shaping attitudes, and in light of the findings, the thesis emphasizes the importance of addressing the implications of the NATO dispute through nation branding efforts. A key factor that was identified, was to understand the markers and indicators that identifies among which groups the attitude may have become more negative. By acknowledging these markers, the perceptions of different segments of the populations are considered, which helps in determining how to conduct nation branding efforts, and whom to target. In conclusion, this thesis contributes to the understanding of the complex relationship between attitudes, the NATO dispute, and nation branding. It underscores the significance of considering the context of geopolitical conflicts in shaping public opinion and national identity. The findings offer valuable insights for policymakers, communication professionals, and nation branding practitioners seeking to navigate and respond to the challenges posed by the NATO dispute within the broader scope of nation branding efforts.