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Title: Establishing the validity and reliability of Kuwait resources of nation branding model

Authors: Khaled Alazemi; Fauziah Sh. Ahmad

Addresses: Azman Hashim International Business School (AHIBS), Universiti Teknologi Malaysia, Malaysia ' Azman Hashim International Business School (AHIBS), Universiti Teknologi Malaysia, Malaysia

Abstract: To transform the economy of a nation and develop a strong national brand performance, various resources are needed and must be managed by the government to ensure that strong nation brand performance. This study is aimed at developing and assessing the validity and reliability of a model for the measurement of the perception of Kuwaiti businesspersons toward the implementation of nation branding management in Kuwait. A questionnaire is utilised for data collection and is distributed to a sample of 72 Kuwaiti business persons using the snowball technique. The reliability of all measures was confirmed using the results of alpha test (α > 0.7) with minimum value of 0.835. For convergent reliability, AVE had higher values than the recommended threshold of ≥ 0.5 with minimum value of 0.513 and CR values > 0.6. The study found that the proposed KRNB model is valid as well as reliable.

Keywords: resources; nation branding management; NBM; nation branding performance; NBP; Kuwait nation branding model.

DOI: 10.1504/IJSSS.2020.106949

International Journal of Society Systems Science, 2020 Vol.12 No.1, pp.51 - 64

Received: 04 Dec 2018
Accepted: 02 Aug 2019

Published online: 27 Apr 2020 *

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