Brandul de țară ca instrument de intensificare a atractivității investiționale a țării

Abstract

The global competition among countries for attracting foreign direct investments has become acute. Under the conditions of incertitude and high risks, a growing number of countries have undertaken different proactive programs and have adopted investment strategies. To enhance their international competitiveness among investors, governments have focused on a variety of approaches, including nation branding. This paper explores the influence of the brand image of a nation on its ability to attract foreign direct investments. The results confirmed that successful country promotion abroad and continuous activities inside of the country can improve the investment environment causing higher foreign direct investment inflows.