A ‘3P’ soft power model: an agile approach to diplomatic strategy

Soft power is the ability to shape the preferences of others through appeal and attraction rather than coerce using hard power. Today, most countries are embracing the notion of soft power. Managing soft power resources at the disposal of governments and deploying them effectively is critical for an agile government to build an attractive country image, and thereby enhancing their competitiveness in today’s dynamic and competitive global landscape. This includes but not limited to promoting their country’s products and services globally, attract foreign investors, and promoting international tourism. In this study, we develop and validate a novel ‘3P’ soft power model, using the perceptions about a country’s ‘products’, ‘places’, and ‘people’. Using 167 usable responses obtained from a structured country-wide survey in the UAE, the 3P model developed from the literature was tested for reliability, validity, and model-fitness. While Cronbach’s alpha values confirmed the reliability of first-order constructs (products, place and people), the second-order confirmatory factor analysis (CFA) established the convergent and discriminant validity of the constructs, and operationalization of ‘3P Soft Power’ as a higher (second)-order model. The results have implications for governments and researchers in promoting soft power by leveraging its products, places and people. A robust higher-order factor model for soft power using 3P’s has not been developed previously and constitutes the novelty of this study

The country of brand communication in the retail setting: An analysis of Italian products in China

The aim of this paper is to investigate the role of country of brand (COB) communication within the retail environment of emerging markets. Drawing from the literature on store image, we developed a framework to analyse static and dynamic elements of COB communication. By adopting an inductive approach, we analysed COB use in a sample of 20 stores of Italian fashion brands in China using the mystery shopping technique. Given the increasing growth of e-retailing in China, the in-store observation is complemented by an analysis of the use of COB within the brand's local website and e-commerce page. In order to have a multi-layered representation of the phenomenon, in-depth interviews with managers of Italian firms in fashion industry are carried out. Findings confirm that retailing represents a primary communication channel for firms operating in China; however, the results of the participant observation show that COB is a cue information utilised only by a small percentage of the sample, mainly in a textual and iconic way. Managerial implications are discussed on the extent to which COB communication in store should be managed within an effective marketing strategy in line with the country and consumer characteristics in order to enhance the brand image in a growing market like China

Place Images and Nation Branding in the African Context: Challenges, Opportunities, and Questions for Policy and Research

This paper examines nation branding in Africa, based on a comprehensive and integrative review of past research. This considers, among others, current place images on the continent in the context of traditional views, which see it as a poor and underdeveloped region, versus the newer perspective of an evolving “African Renaissance”; efforts at systematic place marketing in sectors including tourism, foreign investment, natural resource and manufactured exports, and higher education; the absence of intra-African research on place image effects; reverse ethnocentrism, or the generally positive view of African consumers about products originating from more developed countries outside the continent; and the “continent effect”, which may affect individual countries' efforts to establish their own identities. Information and insights from this review are synthesized to highlight implications and potential directions for future research and policy, on both specific thematic areas as well as overarching research topics that affect all aspects of African images and nation branding