Cross-national variations in soft power outcomes of mega-event nation branding
Journal: Xəbərlər məcmuəsi.
Year: 2026

Mega-events are popular instruments of soft power and nation branding among states, yet their reputational impacts vary significantly from country to country.Drawing on a case study of emerging and middle-income states, this article examines why sports mega-events generate divergent soft power and nation-branding outcomes.A qualitative comparative analytical approach is employed, with Germany serving as a reference point for emerging and middle powers in the assessment of strategic leveraging, g