Nation Brand perception and attitude from Citizen and Non-citizen perspectives in Vietnam:An exploratory study

Masters 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 Anholts 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 Anholts 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.