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'The Good Place': Investigating the social responsibility image of countries and its impact on the attractiveness of highly skilled workers

Lookup NU author(s): Professor Charles DennisORCiD

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This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).

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.

Publication metadata

Author(s): Fona C, Melewar TC, Dennis C, Dinnie K

Publication type: Article

Publication status: Published

Journal: Journal of Brand Management

Year: 2025

Volume: 32

Pages: 238-255

Print publication date: 01/05/2025

Online publication date: 02/01/2025

Acceptance date: 12/11/2024

Date deposited: 20/08/2026

ISSN (print): 1350-231X

ISSN (electronic): 1479-1803

Publisher: Springer Nature

URL: https://doi.org/10.1057/s41262-024-00373-w

DOI: 10.1057/s41262-024-00373-w

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