The Role of the Brand Image of Muscat Festival in Promoting the National Identity of Oman

Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press.
Aideed, H. (2021). Exploring the local community perceptions of event tourism socio-cultural impacts: A case of the Salalah Tourism Festival, Salalah city, Oman (Doctoral dissertation, Bournemouth University).
Al Azri. (2015). Sustainability and legacy in the Muscat Festival in Sultanate of Oman [Supervisory committee].
Al Balushi, M., Butt, I., & Al Siyabi, K. (2013). Review of awareness and views on branding Oman as a nation. International Journal of Business and Economics, 5(1), 7–19.
Al Handhali, K. Y. (2019). National identity and its impact on shaping Oman's contemporary foreign policy (Master’s thesis, Qatar University).
Al’Abri, K. M., Ambusaidi, A. K., & Alhadi, B. R. (2022). Promoting global citizenship education (GCED) in the Sultanate of Oman: An analysis of national policies. Sustainability, 14(12), 7140. https://doi.org/10.3390/su14127140
Al-Abri, M. (2020). The role of UNESCO in sustaining cultural diversity in the Sultanate of Oman, 1970–2020 (Doctoral dissertation, Bangor University, United Kingdom).
Al-Alawi, S. (2021). An evaluation of tourism attributes related to satisfaction and challenges by foreign tourists in Sultanate of Oman. Editorial Team, 14(8), 55.
Al-Hasani, K. N. S. (2015). The evaluation and development of the Muscat Festival to improve the tourist impact for the Sultanate of Oman.
Al-Rabaani, A., Hassan, G. S., Al Shueily, S., Al-Salimi, M., Al Ghafri, M., Al Salmi, H. S., & Oraba, A. B. (2021). Omanis’ perceptions of promoting awareness of Omani prominent historical figures and heritage preservation. European Journal of Social Sciences, 61(4), 213–223. http://www.europeanjournalofsocialsciences.com/
Al-Yahyai, F. K. (2017). The significance of Omani identity in the works of Omani painters. Journal of Arts and Humanities, 6(1), 21–31.
Alzate, M., Arce-Urriza, M., & Cebollada, J. (2022). Mining the text of online consumer reviews to analyze brand image and brand positioning. Journal of Retailing and Consumer Services, 67, 102989. https://doi.org/10.1016/j.jretconser.2022.102989
Arief, R., Prakoso, L. Y., & Risman, H. (2021). Understanding national identity to create love and pride of being a part of the Indonesian nation. Jurnal Inovasi Penelitian, 1(11), 2549–2556.
Aulia, S., & Rastogi, P. (2015). A conceptual paper on heritage tourism in Sultanate of Oman. International Journal on Managerial Studies and Research, 3(11), 99–101.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
Braun, V., & Clarke, V. (2013). Successful qualitative research: A practical guide for beginners. Sage Publications.
Braun, V., & Clarke, V. (2019). Reflecting on reflexive thematic analysis. Qualitative Research in Sport, Exercise and Health, 11(4), 589–597. https://doi.org/10.1080/2159676X.2019.1628806
Buckner, B. (2011). The comparative identity of nations: Image of nation as an assessment tool of national identity (Doctoral dissertation, Fielding Graduate University).
Cano, L. M., & Mysyk, A. (2004). Cultural tourism, the state, and Day of the Dead. Annals of Tourism Research, 31(4), 879–898. https://doi.org/10.1016/j.annals.2004.03.003
Collins, A. M., & Loftus, E. F. (1975). A spreading-activation theory of semantic processing. Psychological Review, 82(6), 407–428.
Conceição, S. C., Samuel, A., & Yelich Biniecki, S. M. (2017). Using concept mapping as a tool for conducting research: An analysis of three approaches. Cogent Social Sciences, 3(1), 1404753. https://doi.org/10.1080/23311886.2017.1404753
De Ries, K. E., Schaap, H., van Loon, A. M. M., Kral, M. M., & Meijer, P. C. (2022). A literature review of open-ended concept maps as a research instrument to study knowledge and learning. Quality & Quantity, 1–35. https://doi.org/10.1007/s11135-021-01113-x
Duan, Y., & Liu, B. (2021). Spectator satisfaction model for mass participant sport events: Antecedents and consequences. International Journal of Sports Marketing and Sponsorship, 22(2), 385–406. https://doi.org/10.1108/ijsms-09-2019-0104
Ergashev, I., & Farxodjonova, N. (2020). Integration of national culture in the process of globalization. Journal of Critical Reviews, 7(2), 477–482. https://doi.org/10.31838/jcr.07.02.90
Fairclough, N. (2003). Analysing discourse: Textual analysis for social research. Routledge.
Gao, Y. (2012). Constructing national identity through media ritual: A case study of the CCTV Spring Festival Gala. https://www.diva-portal.org/smash/record.jsf?pid=diva2:579105
Gelisli, Y., & Beisenbayeva, L. (2015). Opinions of university students studying in Kazakhstan about national identity. Procedia – Social and Behavioral Sciences, 197, 486–493. https://doi.org/10.1016/j.sbspro.2015.07.409
Gelisli, Y., & Kazykhankyzy, L. (2019). Investigation of students’ perceptions of national identity. New Trends and Issues Proceedings on Humanities and Social Sciences, 6(1), 451–463.
Girish, V. G., & Lee, C. K. (2019). The relationships of brand experience, sports event image and loyalty: Case of Jeju International Ultramarathon Race. International Journal of Sports Marketing and Sponsorship, 20(4), 567–582. https://doi.org/10.1108/ijsms-08-2017-0095
Goncalves, O., Camprubí, R., Fons, C., & Solonandrasana, B. (2022). Image, eventscape, satisfaction and loyalty: A case study of a wine tourism event. International Journal of Event and Festival Management, 13(1), 18–37. https://doi.org/10.1108/ijefm-09-2020-0054
Grebitus, C., Chenarides, L., Muenich, R., & Mahalov, A. (2020). Consumers' perception of urban farming—An exploratory study. Frontiers in Sustainable Food Systems, 4, 79. https://doi.org/10.3389/fsufs.2020.00079
Hassanzadeh, A., & Namdar, T. (2018). Millennials brand loyalty in the fashion industry & the role of brand identity. https://www.diva-portal.org/smash/record.jsf?pid=diva2:1230077
He, J., Wang, C. L., & Wu, Y. (2021). Building the connection between nation and commercial brand: An integrative review and future research directions. International Marketing Review, 38(1), 19–35. https://doi.org/10.1108/imr-11-2019-0268
Hidayat, D. (2015). Indonesian cultural identity on Android games. Bandung Creative Movement (BCM), 2(1).
Holtug, N. (2020). National identity, shared values, and social cohesion. In Handbook of Patriotism (pp. 499–511). Springer. https://doi.org/10.1007/978-3-319-54484-7_52
Ibrahim, M. M., & Elborsaly, A. A. (2022). Measuring tourism destination brand equity by using associative networks. European Journal of Business and Management Research, 7(3), 224–235. https://doi.org/10.24018/ejbmr.2022.7.3.1450
Issan, S., & Gomaa, N. (2010). Post basic education reforms in Oman: A case study. Literacy Information and Computer Education Journal, 1(1), 19–27. https://doi.org/10.20533/licej.2040.2589.2010.0004
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands (Working Paper No. 01-107). Marketing Science Institute.
Keller, K. L. (2010). Strategic brand management: Building, measuring, and managing brand equity (3rd ed.). Pearson Education.
Klonova, A. (2012). The role of mega-events in country branding: Case study on brand of Ukraine before European Football Championship 2012. https://www.diva-portal.org/smash/record.jsf?pid=diva2:538889
Koji, O., Keigo, S., & Makoto, H. (1997). Life histories of sympatric mud-flat crabs, Helice japonica and H. tridens (Decapoda: Grapsidae), in a Japanese estuary. Journal of Crustacean Biology, 17(2), 279–288. https://academic.oup.com/jcb/article/17/2/279/2418875
Kulshrestha, U. C., Rao, T. N., Azhaguvel, S., & Kulshrestha, M. J. (2004). Emissions and accumulation of metals in the atmosphere due to crackers and sparkles during Diwali festival in India. Atmospheric Environment, 38(27), 4421–4425. https://doi.org/10.1016/j.atmosenv.2004.05.044
Lee, H. M., Lee, C. C., & Wu, C. C. (2011). Brand image strategy affects brand equity after M&A. European Journal of Marketing, 45(7/8), 1091–1111.
Lee, J. L., James, J. D., & Kim, Y. K. (2014). A reconceptualization of brand image. International Journal of Business Administration, 5(4), 1–11. https://doi.org/10.5430/ijba.v5n4p1
Li, H., Lien, C. H., Wang, S. W., Wang, T., & Dong, W. (2021). Event and city image: The effect on revisit intention. Tourism Review, 76(1), 212–228. https://doi.org/10.1108/tr-10-2019-0419
Lianopoulos, Y., Theodorakis, N. D., Alexandris, K., & Papanikolaou, M. (2022). Testing the relationships among event personality, event image and runners’ loyalty: A study of an international running event. Sport, Business and Management: An International Journal, 12(2), 189–207. https://doi.org/10.1108/sbm-12-2020-0135
Munjin, M. (2022). The values of character education in Sufism (A case study on Tarekat Naqsabandiyah-Khalidiyah followers in Banyumas, Central Java, Indonesia). Al-Ta’lim Journal, 29(2), 126–139. https://doi.org/10.47750/pegegog.12.02.12
Nasr, E. H., & Khalil, M. A. (2021). 57th ISOCARP World Planning Congress 8–11. https://www.researchgate.net/...
Peschel, A. O., Kazemi, S., Liebichová, M., Sarraf, S. C. M., & Aschemann-Witzel, J. (2019). Consumers’ associative networks of plant-based food product communications. Food Quality and Preference, 75, 145–156. https://doi.org/10.1016/j.foodqual.2019.02.015
Peterson, J. E. (2019). Oman: A state elaborating a nation. Political Studies. https://www.ispionline.it/sites/default/files/pubblicazioni/commentary_peterson_16.05.2019_0.pdf
Phong, L., Nga, T., Hanh, N., & Minh, N. V. (2020). Relationship between brand association and customer loyalty: The case of online retail industry. Management Science Letters, 10(7), 1543–1552. https://doi.org/10.5267/j.msl.2019.12.012
Sandelind, C. (2018). Constructions of identity, belonging and exclusion in the democratic welfare state. National Identities, 20(2), 197–218. https://doi.org/10.1080/14608944.2016.1211999
Schroll, R. (2019). Comparing free associations and brand concept maps (Doctoral dissertation, University of Innsbruck).
Sesana, E., Gagnon, A. S., Ciantelli, C., Cassar, J., & Hughes, J. J. (2021). Climate change impacts on cultural heritage: A literature review. Wiley Interdisciplinary Reviews: Climate Change, 12(4), e710. https://doi.org/10.1002/wcc.710
Shedid, M. Y., & Hefnawy, N. H. (2022). Historic preservation as a tool for city branding: Case study of Khedivial Cairo. In Conservation of Architectural Heritage (pp. 291–304). Springer. https://doi.org/10.1007/978-3-030-74482-3_23
Shin, S. (2011). Application of brand concept maps to GAP Inc (Doctoral dissertation, University of Georgia).
Thellefsen, T., & Sørensen, B. (2015). What brand associations are. Sign Systems Studies, 43(2/3), 191–206. https://doi.org/10.12697/sss.2015.43.2-3.03
Till, B. D., Baack, D., & Waterman, B. (2011). Strategic brand association maps: Developing brand insight. Journal of Product & Brand Management, 20(2), 92–100. https://doi.org/10.1108/10610421111121080
Tilley, C. (2011). Interpreting material culture. In T. Insoll (Ed.), The Oxford Handbook of the Archaeology of Ritual and Religion (pp. 1–14). Oxford University Press.
Tropp, J., & Baetzgen, A. (2019). Users’ definition of Snapchat usage: Implications for marketing on Snapchat. International Journal on Media Management, 21(2), 130–156. https://doi.org/10.1080/14241277.2019.1637343
Wäckerlin, N., Hoppe, T., Warnier, M., & de Jong, W. M. (2020). Comparing city image and brand identity in polycentric regions using network analysis. Place Branding and Public Diplomacy, 16, 80–96.
Wood, S. (2014). Nations, national identity and prestige. National Identities, 16(2), 99–115. https://doi.org/10.1080/14608944.2014.897315
Woodside, A. G., & Wilson, E. J. (2003). Case study research methods for theory building. Journal of Business & Industrial Marketing, 18(6/7), 493–508. https://doi.org/10.1108/08858620310492374
Zhang, C. X., Fong, L. H. N., Li, S., & Ly, T. P. (2019). National identity and cultural festivals in postcolonial destinations. Tourism Management, 73, 94–104. https://doi.org/10.1016/j.tourman.2019.01.013
Zhang, S., & Luo, Q. (2019, September). Review of brand image study. In The 4th International Conference on Economy, Judicature, Administration and Humanitarian Projects (JAHP 2019) (pp. 77–80). Atlantis Press. https://doi.org/10.2991/jahp-19.2019.19
Ziaka, A., & Papageorgiou, N. (n.d.). Tradition and modernity: Shaping Oman’s religious identity. https://www.academia.edu/download/65908086/A.Ziaka_N._Papage

Jasim, A., & Mustafa, H. (2025). The Role of the Brand Image of Muscat Festival in Promoting the National Identity of Oman. International Journal of Academic Research in Business and Social Sciences, 15(9), 1727-1745.

Copyright: © 2025 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode