Title: The CIS strategy as a driver of nation branding

Authors: Nicos Antoniades

Addresses: Keller Graduate School of Management, DeVry University, Illinois, USA

Abstract: Nation branding aims to build, manage, enhance, and measure a country's reputation around the world. In political marketing, the CIS model points out that political actors not only need to create a political product/service (i.e., an idea/proposal), but also need to inform people about the product and support it. Using The CIS strategy as a measurement tool, this study aims to examine its relationship with nation branding (i.e., exports, governance, culture and heritage, people, tourism, and investment and immigration). A sample of 120 adults aged 18-25 (Gen Z) from the USA participated in the current study. The results show that two factors of nation branding (i.e., governance and investment and immigration) have a significant positive relationship with the use of the CIS strategy. In turn, increasing the use of CIS strategy strengthens the nation's brand. The current study also provides directions for further research.

Keywords: generation Z; the CIS model; nation branding.

DOI: 10.1504/IJEXPORTM.2022.130500

International Journal of Export Marketing, 2022 Vol.5 No.3/4, pp.345 - 353

Received: 27 Oct 2022
Accepted: 04 Jan 2023
Published online: 24 Apr 2023 *

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