Country Branding: The Personality of Vietnam as a Brand

  • Kawpong Polyorat Faculty of Business Administration and Accountancy, Khon Kaen University

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.
Published
Oct 6, 2017
How to Cite
POLYORAT, Kawpong. Country Branding: The Personality of Vietnam as a Brand. European Journal of Multidisciplinary Studies, [S.l.], v. 2, n. 6, p. 279-284, oct. 2017. ISSN 2414-8385. Available at: <http://journals.euser.org/index.php/ejms/article/view/2650>. Date accessed: 22 sep. 2019. doi: http://dx.doi.org/10.26417/ejms.v6i1.p279-284.