Nation branding
Purpose: Governments invest greatly in creating a positive nation image that can enhance the attractiveness of the stakeholders associated with it. However, the existing evidence has not convinced companies to use nation brands to support their recruiting talent endeavors. This investigation aims to...
| Autores: | , , , |
|---|---|
| Tipo de recurso: | artículo |
| Fecha de publicación: | 2025 |
| País: | España |
| Institución: | Universitat Autònoma de Barcelona |
| Repositorio: | Dipòsit Digital de Documents de la UAB |
| Idioma: | inglés |
| OAI Identifier: | oai:ddd.uab.cat:311841 |
| Acceso en línea: | https://ddd.uab.cat/record/311841 https://dx.doi.org/urn:doi:10.1108/JGM-10-2024-0118 |
| Access Level: | acceso abierto |
| Palabra clave: | Talent attraction Nation branding Brand image Relocation branding Perception Familiarity |
| id |
ES_47c429a66d685bb9eacd2262170cb65c |
|---|---|
| oai_identifier_str |
oai:ddd.uab.cat:311841 |
| network_acronym_str |
ES |
| network_name_str |
España |
| repository_id_str |
|
| spelling |
Nation brandinga strategic tool for attracting talent globallyVinyals Mirabent, Sara|||0000-0001-7120-6039Fernández-Cavia, José|||0000-0002-5712-7083Piñeiro-Naval, Valeriano|||0000-0001-9521-3364Torres, Jose FilipeTalent attractionNation brandingBrand imageRelocation brandingPerceptionFamiliarityPurpose: Governments invest greatly in creating a positive nation image that can enhance the attractiveness of the stakeholders associated with it. However, the existing evidence has not convinced companies to use nation brands to support their recruiting talent endeavors. This investigation aims to empirically show the influence of nation brands' overall image and its potential to predict talented migrants' intention to relocate overseas. We strive to explain this effect as a global phenomenon. Design/methodology/approach: We surveyed 2,151 participants to study their level of familiarity with and perception of 55 countries worldwide. We followed a batch-based sample strategy and used binomial logistic regression and k-means cluster analysis. Findings: The results confirmed nation image influence on intention to relocate, revealing that individuals holding a positive overall image of a country are twice as likely to relocate there. Furthermore, we described 55 countries' image worldwide and identified three clusters of countries with differing capacities to attract talent. Social implications: This evidence underpins the governments' investment in creating a strategic nation image and encourages companies to finally capitalize on said economic endeavor by associating their company with valuable nation brands to attract talent to their headquarters. Originality/value: To date, research on this topic was based on case studies, mostly from cities in developed countries, and focused on specific features of the place rather than the overall image construct. We extend these approaches by providing generalizable knowledge about this construct's value to attract talent. We further show this effect's global extent, supporting future comparative studies and managerial decisions. 22025-01-0120252025-01-01Articlehttp://purl.org/coar/resource_type/c_6501VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttps://ddd.uab.cat/record/311841https://dx.doi.org/urn:doi:10.1108/JGM-10-2024-0118reponame:Dipòsit Digital de Documents de la UABinstname:Universitat Autònoma de BarcelonaInglésengopen accesshttp://purl.org/coar/access_right/c_abf2Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, la comunicació pública de l'obra i la creació d'obres derivades, fins i tot amb finalitats comercials, sempre i quan es reconegui l'autoria de l'obra original.https://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:ddd.uab.cat:3118412026-06-06T12:50:31Z |
| dc.title.none.fl_str_mv |
Nation branding a strategic tool for attracting talent globally |
| title |
Nation branding |
| spellingShingle |
Nation branding Vinyals Mirabent, Sara|||0000-0001-7120-6039 Talent attraction Nation branding Brand image Relocation branding Perception Familiarity |
| title_short |
Nation branding |
| title_full |
Nation branding |
| title_fullStr |
Nation branding |
| title_full_unstemmed |
Nation branding |
| title_sort |
Nation branding |
| dc.creator.none.fl_str_mv |
Vinyals Mirabent, Sara|||0000-0001-7120-6039 Fernández-Cavia, José|||0000-0002-5712-7083 Piñeiro-Naval, Valeriano|||0000-0001-9521-3364 Torres, Jose Filipe |
| author |
Vinyals Mirabent, Sara|||0000-0001-7120-6039 |
| author_facet |
Vinyals Mirabent, Sara|||0000-0001-7120-6039 Fernández-Cavia, José|||0000-0002-5712-7083 Piñeiro-Naval, Valeriano|||0000-0001-9521-3364 Torres, Jose Filipe |
| author_role |
author |
| author2 |
Fernández-Cavia, José|||0000-0002-5712-7083 Piñeiro-Naval, Valeriano|||0000-0001-9521-3364 Torres, Jose Filipe |
| author2_role |
author author author |
| dc.subject.none.fl_str_mv |
Talent attraction Nation branding Brand image Relocation branding Perception Familiarity |
| topic |
Talent attraction Nation branding Brand image Relocation branding Perception Familiarity |
| description |
Purpose: Governments invest greatly in creating a positive nation image that can enhance the attractiveness of the stakeholders associated with it. However, the existing evidence has not convinced companies to use nation brands to support their recruiting talent endeavors. This investigation aims to empirically show the influence of nation brands' overall image and its potential to predict talented migrants' intention to relocate overseas. We strive to explain this effect as a global phenomenon. Design/methodology/approach: We surveyed 2,151 participants to study their level of familiarity with and perception of 55 countries worldwide. We followed a batch-based sample strategy and used binomial logistic regression and k-means cluster analysis. Findings: The results confirmed nation image influence on intention to relocate, revealing that individuals holding a positive overall image of a country are twice as likely to relocate there. Furthermore, we described 55 countries' image worldwide and identified three clusters of countries with differing capacities to attract talent. Social implications: This evidence underpins the governments' investment in creating a strategic nation image and encourages companies to finally capitalize on said economic endeavor by associating their company with valuable nation brands to attract talent to their headquarters. Originality/value: To date, research on this topic was based on case studies, mostly from cities in developed countries, and focused on specific features of the place rather than the overall image construct. We extend these approaches by providing generalizable knowledge about this construct's value to attract talent. We further show this effect's global extent, supporting future comparative studies and managerial decisions. |
| publishDate |
2025 |
| dc.date.none.fl_str_mv |
2 2025-01-01 2025 2025-01-01 |
| dc.type.none.fl_str_mv |
Article http://purl.org/coar/resource_type/c_6501 VoR http://purl.org/coar/version/c_970fb48d4fbd8a85 |
| dc.type.openaire.fl_str_mv |
info:eu-repo/semantics/article |
| format |
article |
| dc.identifier.none.fl_str_mv |
https://ddd.uab.cat/record/311841 https://dx.doi.org/urn:doi:10.1108/JGM-10-2024-0118 |
| url |
https://ddd.uab.cat/record/311841 https://dx.doi.org/urn:doi:10.1108/JGM-10-2024-0118 |
| dc.language.none.fl_str_mv |
Inglés eng |
| language_invalid_str_mv |
Inglés |
| language |
eng |
| dc.rights.none.fl_str_mv |
open access http://purl.org/coar/access_right/c_abf2 https://creativecommons.org/licenses/by/4.0/ |
| dc.rights.openaire.fl_str_mv |
info:eu-repo/semantics/openAccess |
| rights_invalid_str_mv |
open access http://purl.org/coar/access_right/c_abf2 https://creativecommons.org/licenses/by/4.0/ |
| eu_rights_str_mv |
openAccess |
| dc.format.none.fl_str_mv |
application/pdf |
| dc.source.none.fl_str_mv |
reponame:Dipòsit Digital de Documents de la UAB instname:Universitat Autònoma de Barcelona |
| instname_str |
Universitat Autònoma de Barcelona |
| reponame_str |
Dipòsit Digital de Documents de la UAB |
| collection |
Dipòsit Digital de Documents de la UAB |
| repository.name.fl_str_mv |
|
| repository.mail.fl_str_mv |
|
| _version_ |
1869407316216905728 |
| score |
15,812455 |