IDEAS home Printed from https://ideas.repec.org/a/pal/pbapdi/v21y2025i2d10.1057_s41254-024-00361-6.html
   My bibliography  Save this article

Citizens’ deprecating behaviour: dragging down the nation branding efforts in developing countries—opinions of selected stakeholders in Zimbabwe

Author

Listed:
  • Fainos Chokera

    (Midlands State University)

  • Edward Mudzimba

    (Midlands State University)

  • Reason Masengu

    (Middle East College, Department of Management Studies)

  • Mugove Mashingaidze

    (BA ISAGO University)

Abstract

Developing countries face unique challenges in building and managing their national image due to various socio-political and economic factors. Thus, this study explored the extent of citizens’ deprecating behaviour and factors that breed citizens’ deprecating behaviour focusing on Zimbabwe as a case study. An interpretivist philosophy based on the exploratory approach was employed where a total of 20 personal interviews were conducted with purposively selected government officials, business leaders/marketing experts, sports personalities, media experts, local university students, and international diplomats. Findings indicated a high prevalence of citizens’ deprecating behaviour while national injustices, economic mismanagement, bad governance, foreign government interference, and human rights abuse top the list of factors breeding citizens’ deprecating behaviour. The study recommends the government and the nation branding stakeholders to adopt an inclusive approach in implementing strategies that result in the effective development of a compelling nation brand while promoting social cohesion and equity among the citizens.

Suggested Citation

  • Fainos Chokera & Edward Mudzimba & Reason Masengu & Mugove Mashingaidze, 2025. "Citizens’ deprecating behaviour: dragging down the nation branding efforts in developing countries—opinions of selected stakeholders in Zimbabwe," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 21(2), pages 157-174, June.
    • Handle: RePEc:pal:pbapdi:v:21:y:2025:i:2:d:10.1057_s41254-024-00361-6
    DOI: 10.1057/s41254-024-00361-6
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41254-024-00361-6
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41254-024-00361-6?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:pbapdi:v:21:y:2025:i:2:d:10.1057_s41254-024-00361-6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.