Impact of nation branding on economic growth in sub-Saharan Africa

Purpose The purpose of this paper is to evaluate the impact of nation branding on economic growth in sub-Saharan African countries, as these nations aim to achieve their Sustainable Development Goals. Design/methodology/approach This study adopts the endogenous growth model and uses the single-headed Poisson model, along with the propensity score matching, to analyse a sample of 39 sub-Saharan African countries from 2004 to 2020. Economic growth is measured through per capita income growth, while nation branding is assessed using indicators such as foreign direct investment (FDI), tourism, political stability and life expectancy. Findings This study found that sub-Saharan African nations branding, particularly in terms of tourism, political stability and health status, significantly contributes to economic growth. However, when measured via FDI, sub-Saharan African nation branding appears to negatively influence its economic growth. Research limitations/implications This study is limited by potential unobserved variables that could affect the relationship between nation branding and economic growth. Future research should expand the sample size and explore additional nation branding dimensions. Practical implications Policymakers are advised to promote sustainable FDI to enhance nation branding and economic growth. Emphasis on tourism, political stability and health care is recommended to drive positive outcomes. Originality/value This paper provides empirical evidence on the role of nation branding in promoting economic growth in sub-Saharan Africa. It highlights specific effects that nation branding dimensions have on economic growth and stresses on policymakers to advance measures supporting sustainable dimensions.