Nation branding as a market-shaping strategy : a study on South Korean products in Vietnam
Year of publication: |
2021
|
---|---|
Authors: | Nguyen, Arthur ; Özçaglar-Toulouse, Nil |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 122.2021, p. 131-144
|
Subject: | Developmental state | Korean wave | Market-shaping | Nation branding | South Korea | Vietnam | Südkorea | Viet Nam | Markenführung | Brand management | Markenartikel | Brand |
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