The Effect of Components of Knowledge on Nation Brand in Selected Countries of the World

Promoting a brand by increasing international credibility and creating competitive advantage will increase political influence, achieve export goals, attract foreign capital and develop tourism industry. Therefore, it is important to examine the effective factors on it. In this regard, the present study attempted to investigate the effect of components of knowledge including economic incentive and institutional regime, innovation system, education and human resources and information and communication technology infrastructure on the nation brand in 82 selected countries of the world during the period 2011-2017. For this purpose, the research model estimated using panel data and generalized moment’s method. The results showed that the effect of economic incentive and institutional regime, innovation system, education and human resources and information and communication technology infrastructure on the nation brand is positive and significant. In the meantime, the impact of economic incentive and institutional regime is greater than other components of knowledge. Also, the effect of controlling variable of natural capital on the value of a brand is positive and significant.