State branding communication tends to be challenging for state authorities as it involves employing a comprehensive branding approach to make the state equally attractive to all target groups. This study attempts to unearth empirically established factors responsible for shaping positive perceptions about the state through state branding communication. Mediation analysis was undertaken to explore the real relationship between constructs. Multigroup analysis was conducted to estimate moderation effect of the residential status of respondents. The result shows that increasing awareness of state branding has a positive impact on framing attitudes towards branding initiatives and, in turn, inculcates a positive outlook towards the state as a favorable destination for residents, tourists, and investors. The result suggests that this is possible only if state brand communication ensures relevant and correct connection with the target groups. This finding is significant because such communication mediates the relationship between attitude and perception about the state. The result of the multigroup analysis reveals that respondents’ residential status moderates the relationship between predictors and outcome variables of the model. From the result, we may argue that one-size-fits-all approach is insufficient for state branding communication and that state authorities should plan customized brand communication for residents and non-residents.

国家品牌传播往往对国家当局具有挑战性，因为它涉及采用综合品牌传播方法，使国家对所有目标群体具有同等吸引力。本研究试图通过国家品牌传播来发掘经验确定的因素，这些因素负责塑造对国家的积极看法。进行中介分析以探索构念之间的真实关系。进行多组分析以估计受访者居住状况的调节作用。结果表明，提高对国家品牌的认识对塑造对品牌举措的态度有积极影响，反过来又灌输了对国家作为居民、游客和投资者有利目的地的积极看法。结果表明，只有当国家品牌传播确保与目标群体相关且正确的联系时，这才有可能。这一发现很重要，因为这种交流在态度和对国家的看法之间起到中介作用。多组分析的结果表明，受访者的居住状况调节了模型的预测变量和结果变量之间的关系。从结果来看，我们可能会争辩说，一刀切的方法不足以进行国家品牌传播，国家当局应该为居民和非居民规划定制的品牌传播。这一发现很重要，因为这种交流在态度和对国家的看法之间起到中介作用。多组分析的结果表明，受访者的居住状况调节了模型的预测变量和结果变量之间的关系。从结果来看，我们可能会争辩说，一刀切的方法不足以进行国家品牌传播，国家当局应该为居民和非居民规划定制的品牌传播。这一发现很重要，因为这种交流在态度和对国家的看法之间起到中介作用。多组分析的结果表明，受访者的居住状况调节了模型的预测变量和结果变量之间的关系。从结果来看，我们可能会争辩说，一刀切的方法不足以进行国家品牌传播，国家当局应该为居民和非居民规划定制的品牌传播。