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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, ejms_v2_i.
    • Handle: RePEc:eur:ejmsjr:278
    DOI: 10.26417/ejms.v6i1.p279-284
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    References listed on IDEAS

    as
    1. Bercea, Monica Diana, 2013. "Quantitative versus qualitative in neuromarketing research," MPRA Paper 44134, University Library of Munich, Germany.
    2. Nicolae Al. POP & Ana Maria IORGA, 2012. "A new challenge for contemporary marketing – neuromarketing," Management & Marketing, Economic Publishing House, vol. 7(4), Winter.
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