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Purpose-This study aims to address a heretofore neglected area in research, nation branding, for the purpose of attracting foreign direct investment (FDI). It compares and contrasts the well-established literature on decision-making and location choice in FDI with studies in the nascent field of nation branding, with a view to developing directions for future research that result from the identification of research gaps at the intersection point between the two areas. Design/methodology/approach-The study is based on a systematic and integrative review of several streams within the relevant literatures, from the theory of decision-making in FDI to the similarities and differences between advertising, promotion, branding and marketing for investment on the part of nations and sub-or supra-national places. Findings-Each of the two areas is characterized by lack of consensus as to the principal factors that affect investor and nation decisions and actions, resulting in several knowledge gaps that need to be addressed by new research along the lines suggested in the study. Research limitations/implications-A large number of avenues for potential future research are identified, from assessing the importance of target country image in location choice to the adverse effects arising from the emphasis on "promotion" rather than "marketing" on the part of places engaged in nation branding efforts. Practical implications-The study examines several problems that affect the practice of nation branding for FDI and points to alternative approaches that may enhance place marketers' effectiveness in their efforts to attract foreign capital. Originality/value-Notwithstanding the global growth of FDI in volume and importance, and the omnipresence of nation branding campaigns to promote exports or attract tourism and investment, there has been virtually no research to date on the core issue, nation branding for FDI. The study uses a strategic perspective that highlights key nation branding issues related to FDI, and FDI issues related to nation branding, and suggests a comprehensive agenda for research in the future.

Standard-Nutzungsbedingungen:Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden.Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen.Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, gelten abweichend von diesen Nutzungsbedingungen die in der dort genannten Lizenz gewährten Nutzungsrechte. Terms of use: Documents in EconStor may AbstractThis paper investigates the impact of product category, perceived risk, and brand name on consumers' willingness to pay (WTP) for greener (recycled/remanufactured) products. Results provide an understanding on how consumers differentiate between types of products when stating their WTP. The findings suggest that WTP for greener versus branded greener or new products varies with product category. For paper, toner cartridges, and cell phones, brand effects are apparent. However, for cameras and printers brand does not appear to counterbalance perceived risk. As the importance of brand is a function of product category and is significantly related to WTP, original equipment manufacturers (OEMs) should carefully consider this relationship for their products before making decisions on the use of brand as a part of remanufacturing/recycling strategy.