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

Chun-An Chen, Hsien-LI Lee, Ya-Hui Yang and Ming-Huang Lee

Asian Journal of Empirical Research, 2013, vol. 3, issue 12, 1513-1531

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".

Keywords: Nation branding; Culture; Decision making trial and evaluation laboratory (DEMATEL); Analytic NETWORK PRocess (ANP); Taiwan (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://archive.aessweb.com/index.php/5004/article/view/3661/5812 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:asi:ajoerj:v:3:y:2013:i:12:p:1513-1531:id:3661

Access Statistics for this article

More articles in Asian Journal of Empirical Research from Asian Economic and Social Society
Bibliographic data for series maintained by Robert Allen ().