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Country image evaluations and migration intentions

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Abstract

This research examines the potential role of country image as it relates to the recruitment of international talent by assessing the influence of country image on migration intentions. This article makes a clear contribution by bringing place image research together with employer branding literature at an intersection that has received little attention. The study was conducted among university students at a Norwegian University College and found evidence that country image is directly related to the migration decision. In addition, country-employer attractiveness and destination image are indirectly related to the migration decision through the overall assessment of the country image. The results suggest that country image plays a role in improving the recruitment of international talent.

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Authors and Affiliations

  1. School of Business, Nipissing University, 100 College Drive, Ontario, P1B 8L7, North Bay, Canada

    John Nadeau

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  1. John Nadeau
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  2. Anja H Olafsen
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Correspondence to John Nadeau.

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Nadeau, J., Olafsen, A. Country image evaluations and migration intentions. Place Brand Public Dipl 11, 293–308 (2015). https://doi.org/10.1057/pb.2015.8

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