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Nation branding: resources, management, and performance

Al-Azemi, Khaled and Sh. Ahmad, Fauziah (2021) Nation branding: resources, management, and performance. Management and Economics Research Journal, 7 (3). pp. 1-5. ISSN 2469-4339


Official URL: https://www.hataso.com/journals%2Fmerj%2Farticles%...


Nation Branding is imperative as nations compete in inviting inward investment, strengthening images, attracting talents, winning export markets, and garnering the trust of the population towards the ruling government. This study integrates the Resource-Based View (RBV) theory and Anholt’s hexagon model in order to examine the nation branding efforts in Kuwait from the perspectives of business communities. Quantitative analysis was performed to measure suitable variables for the Kuwait nation branding as a way of meeting the research objectives. The research is founded in the theoretical framework of the five main constructs namely Reputation Resources (investment, export, and tourism), Governance (power relation, region stability, and fair trade), Psychographic (attitude, cultural values, and behavior), Snowball sampling was carried out using the 210 usable data which were collected from businessmen from various cities of Kuwait. Partial Least Squares-Structural Equation Modeling (PLS-SEM) was utilized in analyzing the data. The results indicate a significant relationship between reputation resources and governance on branding performance with the mediation of the role of branding management. However, the psychographic aspects of the people which were hypothesized to influence the nation branding were found to be insignificant. The findings shed light on existing nation branding knowledge stock and provide valuable insights for the government in improving its Nation Branding Strategy.

Item Type:Article
Additional Information:10.18639/MERJ.2021.9900044 DOI not found
Uncontrolled Keywords:Nation Branding management, Nation Branding performance, Kuwait Nation Branding Model
Subjects:H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
Divisions:International Business School
ID Code:97574
Deposited By: Yanti Mohd Shah
Deposited On:18 Oct 2022 02:34
Last Modified:18 Oct 2022 02:34

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