Abstract
The internationalization of operations has led to more countries trying to attract foreign direct investment by promoting themselves through nation branding and other activities including online promotion by national or regional Investment Promotion Agencies (IPAs). This paper utilizes a nation branding framework to identify and analyze online IPA promotion cross-nationally. Results show that IPA websites have certain common elements but also vary greatly in their use of promotional approaches that contribute to branding the places they represent. This implies a need for a better practice of nation branding oriented strategies to influence investors’ perceptions and decisions.
| Original language | English |
|---|---|
| Pages (from-to) | 131-146 |
| Journal | Journal of Euromarketing |
| Volume | 25 |
| Issue number | 3-4 |
| Publication status | Published - 10 Apr 2017 |
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
-
SDG 10 Reduced Inequalities
Keywords
- nation branding
- Content analysis
- Foreign direct investment
- investment promotion agencies
Fingerprint
Dive into the research topics of 'A comparative cross-national examination of online investment promotion'. Together they form a unique fingerprint.Cite this
- APA
- Author
- BIBTEX
- Harvard
- Standard
- RIS
- Vancouver