‘The Good Place’: investigating the social responsibility image of countries and its impact on the attractiveness of highly skilled workers

Cristina Fona (), T. C. Melewar, Charles Dennis and Keith Dinnie
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Cristina Fona: University of Leicester, Brookfield Campus
T. C. Melewar: Middlesex University, The Burroughs
Charles Dennis: Middlesex University, The Burroughs
Keith Dinnie: University of Dundee

Journal of Brand Management, 2025, vol. 32, issue 3, No 5, 238-255

Abstract: Abstract This article aims to bridge the gap between corporate social responsibility and place branding literature by (1) examining the nature and dimensions of the social responsibility image of countries (SRIC), (2) developing a scale for SRIC and (3) measuring its impact on nation brand identification and intention to apply for a job. Leveraging social identity theory, associative network theory and selection–attraction–attrition theory, the study employs a mixed method approach comprising semi-structured interviews, focus groups and a survey with UK and Italian highly skilled workers. Findings reveal the complexity of this multidimensional concept which integrates economic, ethical and environmental factors. SRIC exerts a significant impact on both nation brand identification and intention to apply for a job vacancy. Based on the results, organisations and governments interested in luring the best candidates should work in partnership to develop adequate programmes and a consistent narrative that highlight economic, ethical and environmental responsibilities of the place.

Keywords: Place branding; Nation branding; Corporate social responsibility; Talent attraction; Corporate social responsibility image (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1057/s41262-024-00373-w

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