Nation Brand perception and attitude from Citizen and Non-citizen perspectives in Vietnam

Inhaltsverzeichnis (Table of Contents)

• ABSTRACT
• ACKNOWLEDGEMENT
• LIST OF TABLES
• LIST OF FIGURES AND PICTURES

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis aims to explore the perception and attitude towards the Nation Brand of Vietnam from the perspectives of its citizens and non-citizen residents. The study utilizes the Anholt's Hexagon conceptual framework to examine the impact of Nation Brand elements on audience attitudes.

• Nation Brand Perception and Attitude from Citizen and Non-Citizen Perspectives
• The Anholt's Hexagon Framework and its Application to Vietnam
• Impact of Nation Brand Elements on Audience Attitudes
• Empirical Research Methodology and Data Analysis
• Implications for Policy Makers and Stakeholders

Zusammenfassung der Kapitel (Chapter Summaries)

The thesis begins with an introduction to the concept of Nation Branding and its relevance to Vietnam. It then explores the theoretical framework of Anholt's Hexagon and its application to the study. The research methodology, including the online survey approach and data analysis techniques, is discussed in detail. The findings of the empirical research are presented, comparing the perception of Vietnam's Nation Brand by citizens and non-citizens. The thesis concludes with a discussion of the implications of the research findings for policy makers and stakeholders, highlighting the importance of various Nation Brand elements in shaping audience attitudes.

Schlüsselwörter (Keywords)

Place branding, Nation Branding, Nation brand, Nation image, Competitive identity, Vietnam, Nation Brand Index, Anholt's Hexagon.