COUNTRY BRAND EQUITY, MEDIATING COUNTRY BRAND CHOICE FOR FOREIGN DIRECT INVESTMENT IN KENYA

This paper presented findings from the study on mediating effect of country brand equity relationship between marketing mix and county choice for foreign direct investment in Kenya. Country was found to affect investors a large extent, while effectiveness government, safety security rated moderate. Kenya’s dimensions like experience, friendliness environment, advancement economy investor satisfaction were positively be Overall, is extent. Findings indicated that has significant choice, mediates choice. Therefore, concluded And statistically An improvement results an increase likelihood will choose Kenya Foreign Direct Investment (FDI). there as well The policy makers should strive maintain high level government effectiveness, order improve over other countries investment. extract PhD forign paber builds framework published “Beyond Nation Branding Building Brands through Marketing Mix” Keywords: Brands, Branding, Brand Equity, Mix, Choice CITATION: Muteshi, K. H., Maina, S., & Kinyua, G. (2022). equity, . Strategic Journal Business Change Management, 9 (4), 667 – 685.