The Case for Nation Branding as an Investment Promotion Methodology for African Nations: A Literature-Based Perspective

Matiza, Tafadzwa; Oni, Olabanji

doi:10.5901/mjss.2014.v5n3p262

Cited by 6 publications

(6 citation statements)

References 11 publications

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“…Besides, the country branding practice helps to create and sustain a positive country image, which according to these authors is the main component of the branding process. At this point, Matiza and Oni (2014) stated that country branding can make a significant contribution concerning the image-building aspect of the investment promotion process. Mamuti and Ozguner (2014) reinforced these arguments, noticing the role of country branding as a tool for promoting the country.…”

Section: Resultsmentioning

confidence: 99%

Relationship between country brand and internationalization: a literature review

Montanari

Giraldi

Galina

2019

BIJ

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Purpose The purpose of this paper is to explain a possible relationship between the country brand and internationalization topics, searching in the literature the possible connections between them. Design/methodology/approach An integrative literature review of the past 15 years of research (2003–2017) was acquired using the well-known databases Web of Science and Scopus. Findings Studies linking country brand and internationalization are new, often quantitative, descriptive and focused on emerging markets. In terms of content, it was shown first that a country brand, when well-managed, is not only essential to attract foreign direct investment into the country, but it can also help the outflows of investments. Referring specifically to outflows of foreign investment, internationalization affects the country brand, generating positive attitudes toward the brand in international markets. However, it is also affected by the country brand because the country image influences the entry modes of business and the country of origin affects the performance of multinationals abroad. Research limitations/implications With the strengths and deficiencies of a body of literature exposed in this paper, a better understanding of the topic through synthesis can be provided. Practical implications Findings show that internationalization can influence country brand and country image. The internationalization process might positively affect the attitude toward a place brand. In terms of country image, when a company rebranding is entering international markets, it can integrate the brand of its products with the country brand and its image, generating positive effects in relation to brand in the new market. However, this relationship is not clear and should be explored by new studies. Originality/value This paper contributes both to the literature through an overview of the relationship between the two topics and a research agenda for future studies; and to governments and companies by providing information that enables them to become more competitive in the international market.

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Section: Resultsmentioning

confidence: 99%

Relationship between country brand and internationalization: a literature review

Montanari

Giraldi

Galina

2019

BIJ

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“…As the images of States are extremely subjective and exclusive, Hermann categorizes nation images into six separate types; overly attractive image, positive image, mixed image, weak image, contradictory image (people had an opposing point of views regarding few characteristics of the place), and negative image. Each one has specific procedural encounterable challenges, and the relatable challenges which are closely observed in Pakistan are mostly weak, contradictory, and negative images, and these are highlighted in the figure as follows (Matiza and Oni 2014). Strategic image building has become the key focus of the States in the last few years with the pressure of globalization with each passing day.…”

Section: Image Building Function Of Public Diplomacymentioning

confidence: 99%

Pakistan's International Image and Need for Public Diplomacy

Syed

Gul

Akbar³

2020

GSSR

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Public diplomacy is an attempt made by governments to correspond directly with foreign publics. Each country has its own objectives to fulfil through public diplomacy, including image building and relationship building in the longer run. Nowadays, states frequently utilize Public Diplomacy to pursue their national interests. Pakistan is among the states that suffer from the menace of a negative perception owing to the country�s association with terrorism and instability. Now that the country has effectively won the War on Terror and an improved internal security situation prevails, the next step shall be towards improving its reputation by using public diplomacy. In this article, the authors delve into emphasizing why public diplomacy is imperative and the need of the hour for Pakistan, and how it can reform and rebuild its international image by employing an effective public diplomacy strategy.

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“…earthquake technology and lesson learning, dark tourism, combine research, educational projects, scientific research about mountains, trials, religious tourism, Buddhism, mountain people, cross-border tourism and trade. These linkages are the source of competitive advantage, promoting a positive image of tourism, exports, foreign direct investments and foreign policy of the country (Vicente, 2004;in Tafadzwa & Olabanji, 2014).…”

Section: Introductionmentioning

confidence: 99%

Tourism: A Tool for Track-two Diplomacy in Promoting People-to-People Relations Between Nepal and China

Karki¹

2020

J. APF Command & Staff Coll.

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This paper is a treatise on how citizen diplomacy between Nepal and China could be leveraged by adapting tourism industry as a track two intermediary sector. Believing that the apparent insufficiencies and repudiation created during inter-governmental deliberation through track-one diplomacy could be enhanced through track-two diplomacy as an effective measure, this paper attempts to recognize the role of tourism industry in establishing alternative political channel of communication which pulls the cooperation of track one decision-making that benefits people of Nepal and China. Both nations can draw strength from the diversity that prevails irrespective of uneven size, power potential, historical complexes and different speed in the development. This paper also tries to address the gap in the academic arguments regarding the conceptualization, essence, and practicability of citizen diplomacy in foreign policy processes and explores multiple micro-level themes and actors enhancing citizen diplomacy through the tourism industry in the context of Nepal-China relationships. Based on the aforementioned scene, the researcher situates the experience as an exchange fellow student, vis-à-vis tourism and the peace-through-tourism idea and mention ways of people-to-people engagement for multiple stakeholders.

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The Case for Nation Branding as an Investment Promotion Methodology for African Nations: A Literature-Based Perspective

Cited by 6 publications

References 11 publications

Relationship between country brand and internationalization: a literature review

Relationship between country brand and internationalization: a literature review

Pakistan's International Image and Need for Public Diplomacy

Tourism: A Tool for Track-two Diplomacy in Promoting People-to-People Relations Between Nepal and China

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