Country Branding: The Personality of Vietnam as a Brand

Kawpong Polyorat and Sathira Tassanawat
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Kawpong Polyorat: Faculty of Business Administration and Accountancy, Khon Kaen University

European Journal of Multidisciplinary Studies Articles, 2017, vol. 2

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.

Keywords: brand; country branding; country personality; Vietnam (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:eur:ejmsjr:278

DOI: 10.26417/ejms.v6i1.p279-284

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