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An Analysis of Nation Brand Attractiveness: Evidence from Brand Zimbabwe

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  • Cleven Masango
  • Vannie Naidoo

Abstract

This paper examines the attractiveness of Brand Zimbabwe based on the factors perceived to impact on national competitiveness. Nation brand attractiveness is a necessary condition for a country to achieve influence and to effectively compete for global resources. Countries can enhance their attractiveness by building on their national brand equity and dealing with negatives around the national brands. The research sought to determine the perception towards Zimbabwe’s global risk and competitiveness; to ascertain the variables that promote competitiveness for Brand Zimbabwe and to contribute to the literature on risk perception and its impact on behaviour towards nation brands. The study followed a mixed approach; a combination of interpretivism and positivism. The research drew 372 respondents from politicians, scholars, the media, civic organisations, government officials, church and international organisations. The research established that Brand Zimbabwe faces glaring threats risks that impact on the country’s international image. The brand is affected by politics and governance together with socio-economic factors. Management and control of nation brand perception are critical for nations to distinguish themselves and to create vantage positions for sustainable performance. The way a country is viewed internationally is a function of how the country deals with factors that threaten its global competitiveness and perception towards the nation brand. Zimbabwe’s quest for foreign direct investment, international visitation and export revenue requires that the country deals with its nation brand image.

Suggested Citation

  • Cleven Masango & Vannie Naidoo, 2018. "An Analysis of Nation Brand Attractiveness: Evidence from Brand Zimbabwe," Journal of Economics and Behavioral Studies, AMH International, vol. 10(6), pages 99-112.
  • Handle: RePEc:rnd:arjebs:v:10:y:2018:i:6:p:99-112
    DOI: 10.22610/jebs.v10i6(J).2598
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    References listed on IDEAS

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    1. Margarita M. Kalamova & Kai A. Konrad, 2010. "Nation Brands and Foreign Direct Investment," Kyklos, Wiley Blackwell, vol. 63(3), pages 400-431, August.
    2. Alvarez, Maria D. & Campo, Sara, 2014. "The influence of political conflicts on country image and intention to visit: A study of Israel's image," Tourism Management, Elsevier, vol. 40(C), pages 70-78.
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    Cited by:

    1. Cleven Masango & Vannie Naidoo, 2019. "Nation Branding Strategy for Zimbabwe: Towards an Integrated Nation Branding Framework," Journal of Accounting, Business and Finance Research, Scientific Publishing Institute, vol. 6(2), pages 51-63.

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