Migration intentions: a sign of a weak nation brand? A multi-group analysis between China and Pakistan

What is it about?

This study focuses on the internal audiences of a nation brand, i.e., the citizens of a country, and is built on the theoretical premise that migration intentions prevalent among the skilled and educated elite of a home country signifies a weak nation brand. The findings reveal that push and pull factors are strongly affected by the images of the home country and the migrant country, respectively, and strong home country images are associated with weak migration intentions, while the opposite is true if a strong migrant country image is possessed. Further, evidence of the dominance effect of cognitive images in complex decision-making environments, such as migration, was also provided. Moreover, the results also suggest significant differences in Chinese and Pakistani respondents.

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