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Keywords: Nation branding
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Journal Articles
An investigation into the core appeals for nation branding to attract and retain talent to enhance a country’s competitiveness
Available to Purchase
Journal:
Competitiveness Review
Competitiveness Review (2018) 28 (5): 584–604.
Published: 15 October 2018
...Sari Silvanto; Jason Ryan Purpose This study aims to empirically examine the most common appeals recommended for use in nation branding campaigns to attract and retain skilled professionals from abroad to enhance a country’s economic competitiveness. To assess this, the authors examine how...
