This thesis aims to explore the perception and attitude on the Nation Brand of Vietnam from the perspectives of its people and outside residents (hereinafter referred to as Citizens and Non-citizens) based on the Anholt's Hexagon conceptual framework (a Nation Brand framework suggested by Simon Anholt). The study also examined the impact of the elements that make up Nation Brand on the attitude of its audiences.
An online survey approach was used to collect the data with a sample of 436 Vietnamese Citizens and 100 non-citizens. Exploratory Factor Analysis (EFA) and Multiple Linear Regression then were employed to analyze the data with SPSS software.
Findings of this empirical research indicate that Vietnam is perceived by its Citizens through only Tourism, Political efforts of the government (Governance), People and Export dimensions while all six dimensions of Anholt's Hexagon (People, Tourism, Governance, Investment, Culture, Export) existed in the perception of non-citizens.
Implications also exist for policy makers and stakeholders about the importance of each elements of Nation brand on audiences’ attitude.
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
2.5 Anholt's Hexagon: a conceptual model of Nation Brand's Dimensions
As mentioned in many literatures, Nation Branding domain is in need urgently more conceptual and theories development Fan (2010). In 1996, Simon Anholt introduced a model where the six factors on a hexagon which he believed affecting a Nation Brand. It can be considered as the first and the only conceptual model on Nation Brand which until now is commonly accepted by most of practitioners and academics.
For Anholt (2007), most countries communicate with the rest of the world, and so deliberately or accidentally create their reputation through six natural channels:
1. Tourism promotion, as well as people’s first-hand experience of visiting the country as tourists or business travelers. This is often the loudest voice in “branding” the nation, as the tourist board usually has the biggest budgets and the most competent marketers.
2. Export brands, which act as powerful ambassadors of each country’s image abroad, but only where their country of origin is explicit: if nobody knows where a product comes from, then it can’t affect their feelings about that country, but when its provenance is strongly branded, such as Mercedes (Made in Germany) or Sony (Made in Japan) or Red Stripe (Made in Jamaica), it can speak just as loudly as tourism campaigns.
3. The policy decisions of the country’s government, whether it is foreign policy that directly affects overseas populations, or domestic policy that gets reported in the international media.
4. For business audiences, the way the country solicits inward investment, recruitment of foreign talent and students, and expansion into the country by foreign companies.
5. Through cultural exchange and cultural activities: a world tour by a sports team, the recordings of a famous musician, the works of poets and authors and film-makers. Even a cultural product as lightweight as Crocodile Dundee or Madagascar can play a role in building the reputation of a nation, whether for better or worse.
6. The people of the country: governmental leaders and media and sports stars, as well as all the citizens; The image of People is shown in the way people behave when abroad and treat visitors to their countries.
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.
- Quote paper
- PhD Candidate Van Ha Luong (Author), 2016, Nation Brand perception and attitude from Citizen and Non-citizen perspectives in Vietnam, Munich, GRIN Verlag, https://www.grin.com/document/357288
