#5181. Migration intentions: a sign of a weak nation brand? A multi-group analysis between China and Pakistan

July 2026publication date
Proposal available till 24-05-2025
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Journal’s subject area:
Management of Technology and Innovation;
Marketing;
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Abstract:
This study aims to focus on the internal audiences of a nation brand, i.e. the citizens of a country and is built on the theoretical premise that migration intentions (MIs). The authors constructed a framework that incorporates the relationship between affective and cognitive country images of both home and migrant country and migration motives and intentions to migrate. The findings reveal that push and pull factors are strongly affected by the images of the home country and the migrant country, respectively and strong home country images are associated with weak MIs, while the opposite is true if a strong migrant country image is possessed. For policymakers in developing countries, the results reveal that they should primarily strengthen their internal brands and focus on cognitive images to stem the flow of brain drain. This study takes the traditional country image debate to migration discourse, moves it forward, contextualizes it as a function of a nation’s brand strength and provides evidence that confluence of migration studies with the theoretical stream of nation branding can provide significant explanations for migrant behaviour.
Keywords:
Country image; Migration intentions; Place branding; Pull factors; Push factors

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