A comparative cross-national examination of online investment promotion
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AbstractThe 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.
CitationEl Banna A, Hamzaoui-Essoussi L, Papadopoulos N (2017) 'A comparative cross-national examination of online investment promotion', Journal of Euromarketing, 25 (3-4), pp.131-146.
PublisherTaylor & Francis (Routledge)
JournalJournal of Euromarketing
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