Country branding and foreign investment location : the case of Portugal

Bibliographic Details
Main Author: Pinto, Marta Karam Vaz
Publication Date: 2006
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10400.5/25205
Summary: Mestrado em Marketing
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network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
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spelling Country branding and foreign investment location : the case of PortugalCountry BrandingCountry ImageCountry ReputationForeign Direct InvestmentLocation ChoicePortugalMestrado em MarketingNation branding is not a new concept. It has been researched, discussed and applied in some cases with success. Neither the concept is a consensual issue nor its practice; however, the pressures felt by countries in today's globalized world have been pushing governments, public and private entities, and citizens to take a more active role in managing their country branding. Branding and marketing techniques usually adopted by companies are now used by countries to compete with each other in the attraction of tourists, talented people, exports and investors. The purpose of this study is to contribute to the understanding of the relevance of nation branding concept from a corporate perspective and to introduce a less researched issue: the role of national image in investment decisions. Over 500 corporate decision-makers in the largest foreign companies operating in Portugal were surveyed. To accomplish our purposes, the personification marketing tool was used through the Corporate Character Scale developed by Davies et al., as well as a 23-item list of determinants for investment location choice, derived from literature review. Findings revealed a positive relation between the country's image and the overall image of the country as an investment location. We also observed that the country image explains around 40% for the option of Portugal as an investment location. Finally, limitations of the study and suggestions for future investigations can be found in this paper.Instituto Superior de Economia e GestãoDuarte, Maria MargaridaRepositório da Universidade de LisboaPinto, Marta Karam Vaz2022-08-23T09:26:12Z2006-102006-10-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.5/25205engPinto, Marta Karam Vaz (2006). “Country branding and foreign investment location : the case of Portugal”. Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestãoinfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2025-03-17T15:28:02Zoai:repositorio.ulisboa.pt:10400.5/25205Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-29T03:44:10.780954Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Country branding and foreign investment location : the case of Portugal
title Country branding and foreign investment location : the case of Portugal
spellingShingle Country branding and foreign investment location : the case of Portugal
Pinto, Marta Karam Vaz
Country Branding
Country Image
Country Reputation
Foreign Direct Investment
Location Choice
Portugal
title_short Country branding and foreign investment location : the case of Portugal
title_full Country branding and foreign investment location : the case of Portugal
title_fullStr Country branding and foreign investment location : the case of Portugal
title_full_unstemmed Country branding and foreign investment location : the case of Portugal
title_sort Country branding and foreign investment location : the case of Portugal
author Pinto, Marta Karam Vaz
author_facet Pinto, Marta Karam Vaz
author_role author
dc.contributor.none.fl_str_mv Duarte, Maria Margarida
Repositório da Universidade de Lisboa
dc.contributor.author.fl_str_mv Pinto, Marta Karam Vaz
dc.subject.por.fl_str_mv Country Branding
Country Image
Country Reputation
Foreign Direct Investment
Location Choice
Portugal
topic Country Branding
Country Image
Country Reputation
Foreign Direct Investment
Location Choice
Portugal
description Mestrado em Marketing
publishDate 2006
dc.date.none.fl_str_mv 2006-10
2006-10-01T00:00:00Z
2022-08-23T09:26:12Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.5/25205
url http://hdl.handle.net/10400.5/25205
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Pinto, Marta Karam Vaz (2006). “Country branding and foreign investment location : the case of Portugal”. Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Instituto Superior de Economia e Gestão
publisher.none.fl_str_mv Instituto Superior de Economia e Gestão
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
_version_ 1833601813413101568

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