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‘The Good Place’: investigating the social responsibility image of countries and its impact on the attractiveness of highly skilled workers

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journal contribution
posted on 2025-05-06, 15:01 authored by Cristina FonaCristina Fona, Melewar TC, Dennis Charles, Dinnie Keith
Abstract This article aims to bridge the gap between corporate social responsibility and place branding literature by (1) examining the nature and dimensions of the social responsibility image of countries (SRIC), (2) developing a scale for SRIC and (3) measuring its impact on nation brand identification and intention to apply for a job. Leveraging social identity theory, associative network theory and selection–attraction–attrition theory, the study employs a mixed method approach comprising semi-structured interviews, focus groups and a survey with UK and Italian highly skilled workers. Findings reveal the complexity of this multidimensional concept which integrates economic, ethical and environmental factors. SRIC exerts a significant impact on both nation brand identification and intention to apply for a job vacancy. Based on the results, organisations and governments interested in luring the best candidates should work in partnership to develop adequate programmes and a consistent narrative that highlight economic, ethical and environmental responsibilities of the place.

History

Author affiliation

College of Business Marketing & Strategy

Version

  • VoR (Version of Record)

Published in

Journal of Brand Management

Publisher

Palgrave Macmillan (part of Springer Nature)

issn

1350-231X

eissn

1479-1803

Copyright date

2025

Available date

2025-05-06

Language

en

Deposited by

Dr Cristina Fona

Deposit date

2025-04-17