Research on Perception of Nation Brand of China Among Various Stakeholder Groups
Keywords:
place branding, city branding, nation branding, Shanghai, ChinaAbstract
The purpose of this research was to uncover the different perceptions towards the nation brand of China among three different stakeholder groups, namely the non- Chinese (foreigners in China), Shanghainese Chinese, and Chinese from places other than Shanghai. We have isolated the Shanghainese in the research because we believe this is economically and culturally leading city in China, and its long term residents exhibit considerably more modern behavior, and, we contend, arguably different views on their own locality and country’s brand image. The analyses revealed significant differences between the groups in answering on most of the items (20 out of 26) we have developed to describe the nation brand of China construct scale, which has an impact on nation branding efforts by the government of this country, as well as utilizing different aspects of the nation brand as a country of origin of different categories of company, product, and service brands.
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Copyright (c) 2015 Academic Research Publishers
This work is licensed under a Creative Commons Attribution 4.0 International License.
