The Effect of Institutional Index of Risk on National Brand in Selected Countries

The national brand refers to an overview of the multiple, interconnected, political, economic, historical and cultural dimensions of a country whose improvement is in attracting foreign capital, export growth, international standing, attracting foreign tourists and boosting the self-confidence of its people. Therefore, it is important to examine the factors affecting it in the international economy and marketing. In this regard, the present study attempted to investigate the impact of risk institution including political, economic and financial risks on national brand in two groups of selected developing and developed countries during the period of 2011-2018. In order to achieve this goal, the research model was estimated using panel data approach and generalized moment method in two groups of countries. The results showed that the impact of political, economic and financial risks on national brand in both groups of developing and developed countries is negative and significant. Albeit, the estimated coefficient of these variables is larger in developing countries and the impact of the control variables of history and nature, globalization and innovation on the national brand of both groups of countries is positive and significant.