How to Build National Brand – The Case of Taiwan from Culture Perspective
Vol. 3 No. 12 (2013), Articles
Vol. 3 No. 12 (2013)

How to Build National Brand – The Case of Taiwan from Culture Perspective

Chun-An CHEN
Associate Professor; Chung Hua University, Department of International Business, Hsin Chu, Taiwan
Hsien-LI LEE
Assistant Professor; Chung Yuan Christian University, Department of Accounting, Chung Li, Taiwan
Ya-Hui YANG
Chung Hua University, Department of Business Administration Hsin Chu, Taiwan
Ming-Huang LEE
Chung Hua University, Department of Business Administration Hsin Chu, Taiwan
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Keywords

Nation branding, Culture, Decision making trial and evaluation laboratory (DEMATEL), Analytic NETWORK PRocess (ANP), Taiwan

How to Cite

CHEN , C.-A. ., LEE , H.-L., YANG , Y.-H. ., & LEE , M.-H. . (2013). How to Build National Brand – The Case of Taiwan from Culture Perspective. Asian Journal of Empirical Research, 3(12), 1513–1531. Retrieved from https://archive.aessweb.com/index.php/5004/article/view/3661
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Abstract

Nation branding has received a significant amount of attention. As Nation branding has become increasingly important every country has to make more of an effort to create a Nation Brand. Culture has been noted as the key to sustainable development of a Nation Brand which has become one of the major vectors of a nation image. In this study, DEMATEL, MMDE and ANP are adopted to analyze the criteria that influence Nation Brand. Combined DEMATEL and ANP found that "movie" and "popular music" are the most relevant and the highest weighted criteria. Therefore, Taiwan's government should build Taiwan's Nation Brand from "Film" and "Music".

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