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Country branding and foreign investment location : the case of Portugal
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Autores
Orientador(es)
Resumo(s)
Nation branding is not a new concept. It has been researched, discussed and applied
in some cases with success. Neither the concept is a consensual issue nor its practice;
however, the pressures felt by countries in today's globalized world have been
pushing governments, public and private entities, and citizens to take a more active
role in managing their country branding. Branding and marketing techniques usually
adopted by companies are now used by countries to compete with each other in the
attraction of tourists, talented people, exports and investors.
The purpose of this study is to contribute to the understanding of the relevance of
nation branding concept from a corporate perspective and to introduce a less
researched issue: the role of national image in investment decisions. Over 500
corporate decision-makers in the largest foreign companies operating in Portugal
were surveyed. To accomplish our purposes, the personification marketing tool was
used through the Corporate Character Scale developed by Davies et al., as well as a
23-item list of determinants for investment location choice, derived from literature
review.
Findings revealed a positive relation between the country's image and the overall
image of the country as an investment location. We also observed that the country
image explains around 40% for the option of Portugal as an investment location.
Finally, limitations of the study and suggestions for future investigations can be
found in this paper.
Descrição
Mestrado em Marketing
Palavras-chave
Country Branding Country Image Country Reputation Foreign Direct Investment Location Choice Portugal
Contexto Educativo
Citação
Pinto, Marta Karam Vaz (2006). “Country branding and foreign investment location : the case of Portugal”. Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão