Nation Branding Through Investment Promotion

Abstract

This study assessed the effect of the "Invest in Remarkable Indonesia" investment promotion television commercial on foreign investors' general attitude toward the Indonesian people, the Indonesian government, and their intention to invest in Indonesia. The research also investigated whether country reputation act as a moderating variable in foreign investors intention to invest in Indonesia. The researcher applied the relatively new Model of Country Concept to the practice of nation branding, focusing on the investment integrant. The hypotheses posed were not supported. Results showed no significant shift in foreign investors' attitude before and after viewing the television commercial. Meanwhile, not all country reputation variables moderated investors' behavioral intention. The open-ended questions, however, provided valuable recommendations for Indonesia's Investment Coordinating Board in implementing their investment promotion strategies.