Factors impacting state branding communication success: a mediating and multigroup analysis

Saikat Banerjee ()
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Saikat Banerjee: Indian Institute of Foreign Trade (IIFT-Deemed University Under Ministry of Commerce & Industry, GOI)

Place Branding and Public Diplomacy, 2021, vol. 17, issue 4, No 3, 317-335

Abstract: Abstract State branding communication tends to be challenging for state authorities as it involves employing a comprehensive branding approach to make the state equally attractive to all target groups. This study attempts to unearth empirically established factors responsible for shaping positive perceptions about the state through state branding communication. Mediation analysis was undertaken to explore the real relationship between constructs. Multigroup analysis was conducted to estimate moderation effect of the residential status of respondents. The result shows that increasing awareness of state branding has a positive impact on framing attitudes towards branding initiatives and, in turn, inculcates a positive outlook towards the state as a favorable destination for residents, tourists, and investors. The result suggests that this is possible only if state brand communication ensures relevant and correct connection with the target groups. This finding is significant because such communication mediates the relationship between attitude and perception about the state. The result of the multigroup analysis reveals that respondents’ residential status moderates the relationship between predictors and outcome variables of the model. From the result, we may argue that one-size-fits-all approach is insufficient for state branding communication and that state authorities should plan customized brand communication for residents and non-residents.

Keywords: Branding; State branding; Brand awareness; Attitude; Target group; State perception (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1057/s41254-020-00175-2

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