We compare major drivers of Nation branding namely psychographics, reputation resources, and governance from the perspectives of businessmen and we have a new and interesting perspective on Kuwait
Nation branding plays a crucial role in the competition among nations to attract inward investment, enhance their image, attract talented individuals, expand export markets, and gain the trust of governing bodies. One perspective suggests that a country’s population’s psychological and cognitive attributes, including their beliefs, values, and goals, are essential for a successful nation-branding campaign. For instance, it is often assumed that a population known for their helpfulness and hospitable attitudes can significantly shape the country’s brand performance. Intrigued by this notion, we sought to empirically compare the impact of psychographics (attitudes, cultural values, and behaviors), reputation resources (investment, exports, and tourism), and governance (power relations, regional stability, and fair trade) on nation branding.
Our study gathered data from 210 businessmen across various cities in Kuwait, and the findings yielded an unexpected outcome. Contrary to expectations, the hypothesized influence of psychographics on the nation’s branding was insignificant. However, in contrast, reputation resources and governance variables emerged as significant factors influencing the management of nation branding and its overall performance. This intriguing discovery highlights a distinct discrepancy in the factors that drive nation branding, providing valuable insights into the dynamics underlying Kuwait’s branding efforts.
Understanding psychographics serves the purpose of establishing social order, ensuring continuity, fostering collective identity, and encouraging commitment within human societies. However, it is pertinent to recognize that psychographic elements are not simple and encompass various underlying dualities. Some of their effects are practical and evident, while others are expressive and concealed. For instance, psychographic elements like culture and belief may enhance performance during stable times but could hinder necessary change during challenging times. This disparity highlights an intriguing divergence between the different factors driving nation branding, shedding new light on the unique dynamics at play in the Nation branding effort.
Find out more about this article at: https://www.hataso.com/journals/merj/articles/620
Corresponding Author: Professor Dr. Fauziah Sh. Ahmad is a Marketing Professor at Azman Hashim International Business School (AHIBS), Universiti Teknologi Malaysia (UTM) focusing on branding management and strategic innovative marketing. She is also an executive committee of UTM Council of Professor. The article is based on the research by a graduated PhD student under her supervision, Dr. Khaled Al-Azemi, a successful pharmaceutical businessman in Kuwait.