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How to Build National Brand – The Case of Taiwan from Culture Perspective

Author

Listed:
  • Chun-An CHEN
  • Hsien-LI LEE
  • Ya-Hui YANG
  • Ming-Huang LEE

Abstract

Nation branding has received a significant amount of attention. As Nation branding has become increasingly important every country has to make more of an effort to create a Nation Brand. Culture has been noted as the key to sustainable development of a Nation Brand which has become one of the major vectors of a nation image. In this study, DEMATEL, MMDE and ANP are adopted to analyze the criteria that influence Nation Brand. Combined DEMATEL and ANP found that "movie" and "popular music" are the most relevant and the highest weighted criteria. Therefore, Taiwan's government should build Taiwan's Nation Brand from "Film" and "Music".

Suggested Citation

  • Chun-An CHEN & Hsien-LI LEE & Ya-Hui YANG & Ming-Huang LEE, 2013. "How to Build National Brand – The Case of Taiwan from Culture Perspective," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 3(12), pages 1513-1531.
    • Handle: RePEc:asi:ajoerj:v:3:y:2013:i:12:p:1513-1531:id:3661
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    Cited by:

    1. Chun-An Chen & Hsien-Li Lee, 2017. "How to promote bike tourism globally," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 23(1), pages 1-16, May.

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