Branding to attract investment from the Moroccan diaspora

Abstract

Globalisation has increased competition between territories to attract foreign direct investment because of its impact on economic development. Morocco aware of this challenge, has a diaspora of more than five million of which a large part wishes to invest in its country of origin. Our problematic focuses on how the brand contributes to attracting investments of the moroccan diaspora. Our research objective is the realization of a conceptual model inspired by our literature review to stimulate the attraction of moroccan investors living abroad. The state of the art has shown that in recent years, territorial marketing and branding strategies have gained importance due to the fierce competition between territories and the phenomenon of international mobility. Previous work has been characterized by a variety of study objects and different dimensions in the choice of the territory studied, due to the multidimensional nature of the issue of territorial attractiveness. In general, the theoretical framework of this field of study has been described by several researchers as insufficient. In this article we highlighted the concept of brand image by making the link with the attraction of investors from the moroccan diaspora in the light of the theory of social representations and the theory of planned behavior converging in the notion of perception. This article does not claim to be exhaustive but it offers new research perspectives in this field of study. 

Keywords: Moroccan investors living abroad, diaspora, attractiveness, brand image, representation.

Classification JEL: M31

Paper type: Theoretical Research