Central European Business Review X:X | DOI: 10.18267/j.cebr.359

The Global Image of Countries and Immigration Flows

Aleksy Kwilinski ORCID...¹, Oleksii Lyulyov ORCID...², Tetyana Pimonenko ORCID...³, Denys Pudryk⁴

¹ WSB University, Faculty of Applied Sciences, Institute for Sustainable Development and International Relationship, 41-300 Dabrowa Gornicza, Poland; The London Academy of Science and Business, 120 Baker St., London W1U 6TU, UK; Institute for International Cooperation Development, 24-26/1 Kazimierza Wielkiego St., 61-863 Poznan, Poland, a.kwilinski@london-asb.co.uk (corresponding author)

² WSB University, Faculty of Applied Sciences, Institute for Sustainable Development and International Relationship, 41-300 Dabrowa Gornicza, Poland; The London Academy of Science and Business, 120 Baker St., London W1U 6TU, UK; Department of Marketing, Academic and Research Institute of Business, Economics and Management, Sumy State University, 2, Rymsky-Korsakov St., Sumy, 40007, Ukraine, alex_lyulev@econ.sumdu.edu.ua

³ WSB University, Faculty of Applied Sciences, Institute for Sustainable Development and International Relationship, 41-300 Dabrowa Gornicza, Poland; The London Academy of Science and Business, 120 Baker St., London W1U 6TU, UK; Department of Marketing, Academic and Research Institute of Business, Economics and Management, Sumy State University, 2, Rymsky-Korsakov St., Sumy, 40007, Ukraine; Institute for International Cooperation Development, 24-26/1 Kazimierza Wielkiego St., 61-863 Poznan, Poland, tetyana_pimonenko@econ.sumdu.edu.ua

⁴ Institute for International Cooperation Development, 24-26/1 Kazimierza Wielkiego St., 61-863 Poznan, Poland, pudrik.nusta@ukr.net

Global dynamics, including globalization, resource mobility, and capital flow, have profoundly transformed countries' long-term development policies and shaped migrants' motivations. Beyond traditional socioeconomic considerations, migrants prioritize a country's global brand and image, extending beyond economics to cultural, social, and environmental factors. The paper aims to test the hypothesis positing a statistically significant correlation between the net migration index and the perceptions of a country's brand by external stakeholders. The study applies the ANOVA test to check the research hypothesis. The object of investigation is EU countries for 2000 to 2020. The ANOVA testing results highlight the significant influence of a country's brand on migration processes, serving as either a catalyst or inhibitor. The study emphasizes the need to align national migration policies with effective national branding strategies to capitalize on the positive image of countries and attract intellectual capital. Policymakers should recognize the significant impact of a country's brand perception on migration patterns and consider sustainable practices to enhance overall attractiveness.
Implications for Central European audience: For the Central European audience, the study suggests that fostering a positive national brand is crucial in attracting skilled migrants and intellectual capital. Policymakers in Central European countries should consider integrating branding strategies into their migration policies to enhance global competitiveness and address demographic challenges through the attraction of qualified professionals. Central European countries should strategically attract a diverse array of migrants by leveraging their unique historical and cultural heritage, emphasizing achievements in democracy and human rights, maintaining an affordable yet high standard of living, capitalizing on their pivotal economic position, and showcasing both traditional and contemporary contributions, thereby creating a compelling narrative for sustained economic growth and cultural enrichment.

Keywords: migrants; human capital; knowledge; brand

Received: December 3, 2023; Revised: January 7, 2024; Accepted: January 12, 2024; Prepublished online: May 3, 2024