New Insights for Public Diplomacy Using PLS-SEM to Analyze the Polyphony of Voices: Value Drivers of the Country Image in Western European and BRICS Countries

Ingenhoff, Diana; Richner, Dominique and Sarstedt, Marko (15. November 2023): New Insights for Public Diplomacy Using PLS-SEM to Analyze the Polyphony of Voices: Value Drivers of the Country Image in Western European and BRICS Countries. In: Latan, H.; Hair jr., H. and Noonan, R. (eds.) : Partial Least Squares Path Modeling. 2. edition. Cham: Springer Nature. pp. 301-327

Abstract

For the successful public diplomacy of a nation-state, it is essential to thoroughly analyze the country image in strategically relevant countries and develop coherent communication strategies that take into consideration the polyphony of voices raised by different countries when fostering a good country image abroad. In our study, we apply the five-dimensional country image measurement scale to data collected in cooperation with the Federal Department of Foreign Affairs in Switzerland (Presence Switzerland). Specifically, we analyze the similarities and differences among the (drivers of) country image in neighboring and close countries (France, Germany, Italy, and the United Kingdom) and those with a significant geographical distance from Switzerland (Brazil, Russia, China, and South Africa). We also conduct a cluster analysis, resulting in a Western European cluster and a BR(I)CS cluster. Based on the news values theory and stereotypes, we empirically test and confirm our hypothesis that countries differ in their image of other countries regarding geographical, cultural, and political proximity to the target country. Finally, we discuss potential benefits for public diplomacy when applying PLS-SEM and developing coherent communication strategies.

• Item Type: Book Section
• Keywords: Country image; Public diplomacy; Cross-cultural comparison; PLS-SEM (partial least squares structural equation modeling); Cluster analysis
• Faculties: Munich School of Management > Institute for Marketing
• Subjects: 300 Social sciences > 320 Political science; 300 Social sciences > 330 Economics
• ISBN: 978-3-031-37771-6 ; 978-3-031-37774-7 ; 978-3-031-37772-3
• Place of Publication: Cham
• Language: English