IDEAS home Printed from https://ideas.repec.org/a/eur/ejmsjr/285.html
   My bibliography  Save this article

Country Branding: The Personality of Vietnam as a Brand

Author

Listed:
  • Kawpong Polyorat

    (Faculty of Business Administration and Accountancy, Khon Kaen University)

  • Sathira Tassanawat

Abstract

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.

Suggested Citation

  • Kawpong Polyorat & Sathira Tassanawat, 2017. "Country Branding: The Personality of Vietnam as a Brand," European Journal of Multidisciplinary Studies Articles, Revistia Research and Publishing, vol. 2, September.
    • Handle: RePEc:eur:ejmsjr:285
    DOI: 10.26417/ejms.v6i1.p279-284
    as

    Download full text from publisher

    File URL: https://revistia.com/index.php/ejms/article/view/5916
    Download Restriction: no
    File URL: https://revistia.com/files/articles/ejms_v2_i6_17/Kawpong.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.26417/ejms.v6i1.p279-284?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eur:ejmsjr:285. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Revistia Research and Publishing (email available below). General contact details of provider: https://revistia.com/index.php/ejms .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.