Please use this identifier to cite or link to this item: https://cris.library.msu.ac.zw//handle/11408/6265
Title: Citizens’ deprecating behaviour: dragging down the nation branding efforts in developing countries—opinions of selected stakeholders in Zimbabwe
Authors: Fainos Chokera
Edward Mudzimba
Reason Masengu
Mugove Mashingaidze
Department of Information and Marketing Sciences, Midlands State University, Gweru, Zimbabwe
Department of Information and Marketing Sciences, Midlands State University, Gweru, Zimbabwe
Middle East College, Department of Management Studies, Muscat, Oman
Department of Business Management, Faculty of Commerce, BA ISAGO University, Gaborone, Botswana
Keywords: Deprecation
Self-deprecation
Nation branding
Zimbabwe
Issue Date: 23-Aug-2024
Publisher: Palgrave Macmillan
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.
URI: https://cris.library.msu.ac.zw//handle/11408/6265
Appears in Collections:Research Papers

Files in This Item:
File Description SizeFormat 
Citizens deprecating behaviour.pdfAbstract91.69 kBAdobe PDFView/Open
Show full item record

Page view(s)

78
checked on Nov 15, 2024

Download(s)

16
checked on Nov 15, 2024

Google ScholarTM

Check

Altmetric


Items in MSUIR are protected by copyright, with all rights reserved, unless otherwise indicated.