Title: The role of triangulated narratives of sport, music and film festival in building Kosovo's Nation Branding

Authors: Emira Limani; Blerim Limani

Addresses: College of Business Administration, American University of the Middle East, Kuwait ' Liberal Arts Department, American University of the Middle East, Kuwait

Abstract: The aim of the present study is to illustrate the role of music, sports and film festival in building a country's national branding. Sunny Hill Festival, founded and supported by Dua Lipa and Dukagjin Lipa together with Doku Fest, a 20 plus years annual film festival, and tremendous successes in the sport of Judo started with golden medallist Majlinda Kelmendi, are considered to be main sources of promoting Kosovo to the foreign public. Interviews are conducted and content analyses is applied to identify main themes deriving from the stakeholder narratives. A nation branding model is offered for practitioners and public institutions in order to design nation branding strategies and measure their results.

Keywords: nation branding; Kosovo; music; film; sport.

DOI: 10.1504/IJBG.2025.148060

International Journal of Business and Globalisation, 2025 Vol.41 No.1, pp.57 - 74

Received: 04 Jul 2022
Accepted: 24 Jul 2022
Published online: 25 Aug 2025 *

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