Impact of China's Nation Brand on Purchasing Decisions in Kenya. An In-Depth Analysis

Master's Thesis from the year 2020 in the subject Politics - Topic: International relations, grade: FIRST CLASS HONOURS, , course: Strategic Marketing, language: English, abstract: This study aims at to establish the cause-and-effect relationship between Chinäs nation brand dimensions and Chinäs nation brand efforts on the perceptions of its nation brand in Kenya. The theories that were chosen as the theoretical base of this study were Nations Branding, Anholt¿s Nation Brand Index and Country-of-Origin effect. Three research questions were asked around the theory base and a survey was done on 75 professionals in Nairobi. Results obtained from the respondents allowed for statistical analysis. The results indicated that the China has a strong nation brand in Kenya, Kenyans are very familiar with and favourable towards Chinäs Nation Brand. However, Chinäs country of origin has minimal effects on purchasing decisions in Kenya. Kenyan purchasing decisions are influenced by the cost and quality of products from China.