Andere Kunden interessierten sich auch für
![Nation branding : conceptualiser la perception de l'image.]( "Nation branding : conceptualiser la perception de l'image.")
Nation branding : conceptualiser la perception de l'image.26,99 €![Semiotics, Marketing and Communication]( "Semiotics, Marketing and Communication")
Semiotics, Marketing and Communication201,99 €![Nation Branding: Konzeptualisierung der Bildwahrnehmung.]( "Nation Branding: Konzeptualisierung der Bildwahrnehmung.")
Nation Branding: Konzeptualisierung der Bildwahrnehmung.39,90 €![Die Auswirkungen der globalen Krise auf das Verhalten der vietnamesischen Verbraucher]( "Die Auswirkungen der globalen Krise auf das Verhalten der vietnamesischen Verbraucher")
Die Auswirkungen der globalen Krise auf das Verhalten der vietnamesischen Verbraucher39,90 €![Shifting Advertising Strategies and Designs]( "Shifting Advertising Strategies and Designs")
Shifting Advertising Strategies and Designs23,99 €![Pakistan: A Nation Brand]( "Pakistan: A Nation Brand")
Pakistan: A Nation Brand26,99 €![Nation branding: Conceptualising the image perception.]( "Nation branding: Conceptualising the image perception.")
Nation branding: Conceptualising the image perception.26,99 €
Master's Thesis from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 16, ESCP Europe Business School - Campus Paris, course: Nation branding, language: English, abstract: 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, Politicalefforts 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.
Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.