National culture and brand equity management strategies of Vietnamese enterprises
Published: July 24, 2026
Abstract
Many people are interested in Vietnamese brands. There are articles about Vietnamese brands and their values for our nation. However, that relationship is two-way, organic, and interactive. National cultural factors affecting Vietnamese brand building have not received enough attention and lack of research. Therefore, businesses do not have the orientation and theoretical basis to build their brand following Vietnamese culture. This paper explored the basic cultural factors that affect branding. These studies and approaches can make useful contributions to Vietnamese organizations.
Keywords
national culturebrandbrand equity management strategycompany
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