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Wpływ brandingu narodowego na konkurencyjność gospodarek

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  • Raftowicz-Filipkiewicz, Magdalena

Abstract

The paper is concerned with national brands as an example of soft economic factors influencing the international competitiveness of economies. National brands play an important role among these factors, the author says. Strong national brands help raise the country’s profile internationally and help attract foreign direct investment, stimulate tourism and increase exports. The article attempts to show that national brands positively impact international competitiveness. To this end, a descriptive model is used as a tool for examining the essence and nature of this relationship. The analyzed relationship was quantified with the use of Spearman’s rank correlation test using league tables of competitiveness and national brands as empirical material. The research shows that there is a statistical correlation between the level of macro-competitiveness and the strength of national brands, which the author says should encourage governments to invest in national brands as an indirect method of increasing the international competitiveness of their countries.

Suggested Citation

  • Raftowicz-Filipkiewicz, Magdalena, 2009. "Wpływ brandingu narodowego na konkurencyjność gospodarek," Gospodarka Narodowa-The Polish Journal of Economics, Szkoła Główna Handlowa w Warszawie / SGH Warsaw School of Economics, vol. 2009(10), October.
    • Handle: RePEc:ags:polgne:356707
    DOI: 10.22004/ag.econ.356707
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    References listed on IDEAS

    as
    1. Fagerberg, Jan, 1988. "International Competitiveness: Errata," Economic Journal, Royal Economic Society, vol. 98(393), pages 1203-1203, December.
    2. Anholt, Simon, 2005. "Anholt Nation Brands Index: How Does the World See America?," Journal of Advertising Research, Cambridge University Press, vol. 45(3), pages 296-304, September.
    3. Jean-Noël Kapferer, 1995. "Les marques : les chemins de la reconquête," Post-Print hal-00788640, HAL.
    4. Boltho, Andrea, 1996. "The Assessment: International Competitiveness," Oxford Review of Economic Policy, Oxford University Press and Oxford Review of Economic Policy Limited, vol. 12(3), pages 1-16, Autumn.
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