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

Table of Contents

1. Introduction

1.1 An overview on Vietnam

1.2 Research problems and questions

1.3 Objectives of the study

1.4 Relevance of the study

1.5 Research methodology

1.6 Scope and limitations

1.7 Structure of the study

2. Chapter 1: Literature Review

2.1 Nation Branding

2.2 Nation Brand

2.3 Internal vs External Nation image

2.4 Nation Brand Attitude

2.5 Anholt's Hexagon: a conceptual model of Nation Brand's Dimensions

2.6 Measurement of Nation Brand

3. Chapter 2: Research Methodology

3.1 Proposed conceptual framework and hypothesis

3.2 Research methods:

3.3 Preliminary findings of qualitative phase

3.4 Questionnaire design

3.5 Sampling

3.6 Method of Data analysis

4. Chapter 3: Data Analysis and Findings

4.1. Characteristics of samples

4.2. Reliability analysis:

4.3 Nation Brand of Vietnam perception by Exploratory Factor Analysis (EFA)

4.4 Attitude towards Nation Brand

5. Chapter 4: Managerial Implications

5.1. Managerial implications:

5.2 Conclusions

5.3 Limitations of the research

5.4 Suggestions for further research

Research Objectives and Key Themes

This thesis aims to explore the perception of and attitude towards the Nation Brand of Vietnam from the perspectives of its citizens and non-citizens, utilizing Simon Anholt's Hexagon conceptual framework. The central research objective is to investigate the key dimensions and attributes that constitute Vietnam's nation brand, identify differences in perception between these two groups, and examine how these perceptions impact audience attitudes.

• Validation of Anholt's Hexagon framework in the Vietnamese context.
• Identification of core dimensions and attributes of Vietnam's nation brand.
• Comparative analysis of internal (citizen) and external (non-citizen) perceptions.
• Evaluation of the impact of brand perception on audience attitudes.
• Development of managerial implications for national brand strategy.

Excerpt from the Book

Summary of Chapters

Introduction: Provides the business background, states the research problems and objectives, defines the scope, and outlines the overall structure of the study.

CHAPTER 1: LITERATURE REVIEW: Examines branding evolution and theories, introduces the Anholt's Hexagon conceptual model, and discusses methods for measuring nation brand.

CHAPTER 2: RESEARCH METHODOLOGY: Details the research design, including the application of Anholt's Hexagon, qualitative and quantitative data collection methods, and statistical analysis techniques.

CHAPTER 3: DATA ANALYSIS AND FINDINGS: Presents the empirical results, including sample characteristics, reliability testing, factor analysis of citizen and non-citizen perspectives, and regression analysis of brand attitude impacts.

CHAPTER 4: MANAGERIAL IMPLICATIONS: Summarizes the findings and provides strategic recommendations for DMOs and policy makers to improve Vietnam's nation brand.

Keywords

Place branding, Nation Branding, Nation brand, Nation image, Competitive identity, Vietnam, Nation Brand Index, Anholt's Hexagon, Citizen perception, Non-citizen perception, Brand attitude, Qualitative research, Quantitative research, Exploratory Factor Analysis, Multiple Linear Regression

Frequently Asked Questions

What is the core focus of this research?

The research focuses on exploring the perception of and attitude towards the Nation Brand of Vietnam, comparing views from both citizens and non-citizens using Anholt's Hexagon framework.

What are the primary themes addressed in the work?

The work addresses nation branding theory, the empirical measurement of nation brand dimensions (Tourism, People, Governance, Export, Culture, Investment), and the influence of these dimensions on brand attitude.

What is the primary research goal?

The goal is to test the validity of Anholt's Hexagon for Vietnam, identify key brand attributes for both internal and external audiences, and determine how these attributes impact overall brand attitude.

Which scientific methods are employed?

The study employs a mixed-methods approach: a qualitative phase with expert interviews and focus groups, followed by a quantitative phase using an online survey analyzed via EFA and Multiple Linear Regression.

What is covered in the main section of the study?

The main section covers a literature review of branding concepts, the development of a conceptual framework, detailed data analysis and findings from survey participants, and managerial implications for policy makers.

Which keywords best describe this study?

Key terms include Nation Branding, Vietnam, Anholt's Hexagon, Brand Attitude, Citizen Perception, and Competitive Identity.

How do citizen perceptions of the Vietnam brand differ from those of non-citizens?

Citizens primarily perceive Vietnam through four dimensions: Tourism, Governance, People, and Export, whereas non-citizens' perceptions encompass all six dimensions of Anholt's Hexagon, including Investment and Culture.

What is the significance of the "Governance" dimension for Vietnamese citizens?

Governance is a significant factor in citizens' perception of the nation brand, but the study notes that citizens currently undervalue this dimension, reflecting negative attitudes towards government performance.