Please use this identifier to cite or link to this item: https://cris.library.msu.ac.zw//handle/11408/6265
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dc.contributor.authorFainos Chokeraen_US
dc.contributor.authorEdward Mudzimbaen_US
dc.contributor.authorReason Masenguen_US
dc.contributor.authorMugove Mashingaidzeen_US
dc.date.accessioned2024-09-16T09:46:37Z-
dc.date.available2024-09-16T09:46:37Z-
dc.date.issued2024-08-23-
dc.identifier.urihttps://cris.library.msu.ac.zw//handle/11408/6265-
dc.description.abstractDeveloping 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.en_US
dc.language.isoenen_US
dc.publisherPalgrave Macmillanen_US
dc.relation.ispartofPlace Branding and Public Diplomacyen_US
dc.subjectDeprecationen_US
dc.subjectSelf-deprecationen_US
dc.subjectNation brandingen_US
dc.subjectZimbabween_US
dc.titleCitizens’ deprecating behaviour: dragging down the nation branding efforts in developing countries—opinions of selected stakeholders in Zimbabween_US
dc.typeresearch articleen_US
dc.identifier.doihttps://doi.org/10.1057/s41254-024-00361-6-
dc.contributor.affiliationDepartment of Information and Marketing Sciences, Midlands State University, Gweru, Zimbabween_US
dc.contributor.affiliationDepartment of Information and Marketing Sciences, Midlands State University, Gweru, Zimbabween_US
dc.contributor.affiliationMiddle East College, Department of Management Studies, Muscat, Omanen_US
dc.contributor.affiliationDepartment of Business Management, Faculty of Commerce, BA ISAGO University, Gaborone, Botswanaen_US
dc.relation.issn1751-8059en_US
item.fulltextWith Fulltext-
item.openairetyperesearch article-
item.grantfulltextopen-
item.languageiso639-1en-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.cerifentitytypePublications-
Appears in Collections:Research Papers
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