Since 2014
Country Branding: The Personality of Vietnam as a Brand
European Journal of Multidisciplinary Studies
View Archive Info| Field | Value | |
| Title |
Country Branding: The Personality of Vietnam as a Brand
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| Creator |
Polyorat, Kawpong
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| Description |
Country as a brand reflects the marketing orientation to manage a country image to achieve the desired country position. Country personality is an important marketing strategy for this purpose. The present study attempts to examine the country personality of Vietnam, a major emerging Asian country. This exploratory study adopts Aaker’s (1997) brand personality framework to uncover the country personality of Vietnam. Data were collected with Thai undergraduate students. Results from a factor analysis reveal 9 dimensions of Vietnam’s country personality including competence, excitement, ruggedness, sophistication, new generation, down-to-earth, elegance, originality, and spiritedness. A number of theoretical and practical implications regarding country branding and country personality can be drawn from the study results.
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| Publisher |
EUSER
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| Date |
2017-10-06
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
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| Identifier |
http://journals.euser.org/index.php/ejms/article/view/2650
10.26417/ejms.v6i1.p279-284 |
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| Source |
European Journal of Multidisciplinary Studies; Vol 6 No 1 (2017): EJMS September December 2017 Nr. 1; 279-284
2414-8385 2414-8377 10.26417/ejms.v6i1 |
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| Language |
eng
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| Relation |
http://journals.euser.org/index.php/ejms/article/view/2650/2591
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