資料載入中.....
|
請使用永久網址來引用或連結此文件:
https://nccur.lib.nccu.edu.tw/handle/140.119/125728
|
| 題名: | 用愛國主義行銷Vinamilk乳品與Viettel電信—以越南二個案為例
Employing a Sense of Patriotism in Vietnam: A study of Viettel and Vinamilk |
| 作者: | 麥紅鴛
Mach, Hong Uyen |
| 貢獻者: | 蕭宏祺
Shiau, Hong-Chi
麥紅鴛
Mach, Hong Uyen |
| 關鍵詞: | Viettel
Vinamilk
越南
愛國主義行
Viettel
Vinamilk
Vietnam
Patriotism
Advertising |
| 日期: | 2019 |
| 上傳時間: | 2019-09-05 16:39:35 (UTC+8) |
| 摘要: | No
In the era of globalization, it is indeed interesting to understand how advertisers employ patriotism to protect the domestic industries from the invading of imported products, especially in communist countries, for example, in Vietnam where the nation’s sustainability maintaining is the duty of every individual. Today, Vietnam is one of the most significant cases of the emerging markets universe which has implemented an open-door economic policy to actively integrate with the region and the world. The growing rapidly of foreign brands has forced domestic enterprises (both state-owned and private ones) to restructure and self-improve to meet the international standard. However, as a developing country, Vietnam always has to face with the financial difficulties which limit its local brands from producing competitive high-quality products. Hence, many of them focus on building brand image in which they tie their value to national pride instead of joining a race for quality with global competitors. In the other hand, it has happened many times that people turned their back on domestic brands because of being offended by their overusing patriotism.
Therefore, the researcher would like to write this paper by applying patriotism, country of origin and other related theories to discuss the major issues of patriotic advertising in the context of Vietnam society. What patriotic elements could be found in selected case studies and how did advertisers create a story based on the national images?
Keywords: patriotism, country of origin, advertising strategy, Vietnam, textual analysis, storytelling, dairy industry, telecommunication industry |
| 參考文獻: | Akbari, M. (2015). Different impacts of advertising appeals on advertising attitude for high and low involvement products. Global Business Review, 16(3), 478-493.
Allen, M. (2017), Textual Analysis. Retrieved from https://methods.sagepub.com/reference/the-sage-encyclopedia-of-communication-research-methods/i14636.xml
Amah, E., Ogunnaike, O. O., Ayeni, A. W., & Ojo, M, (2017). A Thematic Analysis of Advertisement in the Telecommunication Industry. Binus Business Review, 8(3), 221.
Bar-Tal & Staub, E. (1997). Patriotism: Its scope and meaning. Patriotism in the life of individuals and nations, Chapter 1, 1-19.
Balabanis, G., Diamantopoulos, A., Mueller, R. D., & Melewar, T. C. (2001). The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies. Journal of International Business Studies, 32(1), 157-175.
Brands Vietnam. (2016, December 23). Những Quảng cáo hàng đầu trên YouTube trong năm 2016 tại Việt Nam. Retrieved from https://www.brandsvietnam.com/11281-Nhung-Quang-cao-hang-dau-tren-YouTube-trong-nam-2016-tai-Viet-Nam
Baumeister, A. (2017, July 10). Patriotism. Retrieved from https://www.britannica.com/topic/patriotism-sociology
Brasted, M. (2018). Magazine Advertising in Life during World War II: Patriotism through Service, Thrift, and Utility. Lexington Books. Retrieved from https://books.google.com.tw/books?id=xGlLDwAAQBAJ&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false.
Bui, T. N. (2017). Managing anti-China nationalism in Vietnam: evidence from the media during the 2014 oil rig crisis, The Pacific Review, 30:2, 169-187, DOI: 10.1080/09512748.2016.1201132
Butz, D. (2009). National Symbols as Agents of Psychological and Social Change. Political Psychology, 30(5), 779-804. Retrieved from http://www.jstor.org/stable/41502459
Myllylä. (2017) .Children in advertisement: Visual representation of children in Time magazine, volumes of 1994, 2004 and 2014, Master thesis, University of Jyväskylä Department of Language and Communication Studies.
Cho, J., Ching, G. S., & Luong, T. (2014). Impulse buying behavior of Vietnamese consumers in supermarket setting. International Journal of Research Studies in Management, 3(2), 33-50.
Crossman, A. (2018, September 28). What You Need to Understand About Purposive Sampling. Retrieved from https://www.thoughtco.com/purposive-sampling-3026727
Davidov, E. (2010). Nationalism and Constructive Patriotism: A Longitudinal Test of Comparability in 22 Countries with the ISSP. International Journal of Public Opinion Research, 23(1), 88-103.
Dessart, L. (2018). Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads. International Journal of Research in Marketing, 35(2), 289-304. doi:10.1016/j.ijresmar.2017.12.009
Dieckhoff, A., & Chong, N. G. (2001). Modern roots: Studies of national identity. Contemporary trend in European Social Science.
Digitalinasia (2018, June 23). Vietnam: Digital Trends & Consumer Landscape Overview. Retrieved from https://digitalinasia.com/2018/06/18/vietnam-digital-trends-consumer-landscape/
Druckman, D. (1994). Nationalism, Patriotism, and Group Loyalty: A Social Psychological Perspective. Mershon International Studies Review, 38(1), 43.
Elgenius, G. (2011). National Symbols and Ceremonies: The Construction and Authentication of Boundaries. Symbols of Nations and Nationalism, 12-26.
Emerald Insight (2019). https://www.emerald.com/insight
Foreign Affairs (2019). Tham gia các tổ chức quốc tế. Retrieved from http://www.chinhphu.vn/portal/page/portal/chinhphu/NuocCHXHCNVietNam/thamgiacactochucquocte
General Statistics Office (2016). Vietnam Dairy edition 2016. Retrieved from https://www.flandersinvestmentandtrade.com/export/sites/trade/files/attachments/EVBN-DAIRY-REPORT-2016.pdf
General Statistics Office, CEIC (2016). Vietnam Import Price Index. Retrieved from https://www.ceicdata.com/en/vietnam/export-and-import-price-index-2010100/import-price-index
Government Portal (2019). About Vietnam. Retrieved from http://www.chinhphu.vn/portal/page/portal/English/TheSocialistRepublicOfVietnam/AboutVietnam/AboutVietnamDetail?categoryId=10000103&articleId=10002648
Gustafsson, K. (2014). Is Patriotism Distinct from Nationalism? The Meaning of “Patriotism” in China in the 2000s. (Working Papers in Contemporary Asian Studies; Nr. 42). Centre for East and South-East Asian Studies, Lund University.
Ha Phuong (2017, August 12). Vietnam ranks 74th in global internet speed: Report - VnExpress International. Retrieved from https://e.vnexpress.net/news/business/data-speaks/vietnam-ranks-74th-in-global-internet-speed-report-3626168.html
Haggarty, L. (1996). What is content analysis? Medical Teacher, 18:2, 99-101
Hoang, C., & Tran, M. T. (2014). The Central Resolution 9 (Tenure XI) on building patriotism of Vietnamese people in the new period - National Defence Journal.
Ho Chi Minh Young Pioneer Organization (HYPO), (2019).
Houge, D. (2017). Narrative, advertising, and the importance of storytelling in our time.
Hong Van & Bui Diep (2017, October 28). Import tariffs from 2018 to 2022 will continue to further cut down.
İnaç, H. & Unal, F. (2013). The Construction of National Identity in Modern Times: Theoretical Perspective. International Journal of Humanities and Social Science. 3(11), 223-232.
Karmakar (2016, May 11). How to Promote Patriotism among Pupils. Retrieved from http://www.indianyouth.net/promote-patriotism-among-pupils/
Khairullah, D. H. Z & Khairullah, Z. Y. (2016). A Study of Vietnam and its Marketing Implications. International Journal of Business and Social Science, 7(2). Retrieved from https://ijbssnet.com/journals/Vol_7_No_2_February_2016/1.pdf
Khanh, H. K. (1989). Vietnamese communism 1925-1945. Ithaca, NY: Cornell University Press.
Kim, Y., Yim, K., Ko & Y.J. (2013). Consumer patriotism and response to patriotic advertising: comparison of international vs. national sport events. International Journal of Sports Marketing and Sponsorship, Vol. 14 Issue: 3, pp.74-96
Kolst, P. (2006). National symbols as signs of unity and division. Ethnic and Racial Studies, 29(4), 676-701.
Kolter,P. (1997). Marketing management: analysis, planning, implementation, and control.
Kopf, D. (2018, October 04). Vietnam is the most globalized populous country in modern history. Retrieved from https://qz.com/1409407/vietnam-is-the-most-globalized-populous-country-in-modern-history/
Lacouture, J. (2018, November 23). Ho Chi Minh. Retrieved from https://www.britannica.com/biography/Ho-Chi-Minh
Fowler and Bunck (1996). What Constitutes the Sovereign State?, Review of International Studies, Vol. 22, No. 4, pp. 381-404
Mobiphone (2009, December 16). Mobifone chính thức cung cấp dịch vụ 3G. Retrieved from http://www.vnpt.vn/News/Tin_Tuc/ViewNews/tabid/85/newsid/10888/seo/Mobifone-chinh-thuc-cung-cap-dich-vu-3G/Default.aspx
Mooij, M. K. (2010). Global marketing & advertising understanding cultural paradoxes. Los Angeles: SAGE.
Neilsen (2017, November 24). Smartphone keeps up the growth momentum with increasing usage incidences in key cities, whilst rural smartphone users reaching up to 68%. Retrieved from https://www.nielsen.com/content/dam/nielsenglobal/vn/docs/PR_EN/Web_Nielsen_Smartphones%20Insights_EN .pdf
Ngoc, T. (2017). Vietnam`s dairy industry reports revenue over US$4.4 billion. Retrieved from http://www.hanoitimes.vn/economy/trade-service/2018/02/81e0c150/vietnam-s-dairy-industry-reports-revenue-over-us-4-4-billion/
Nguyen, Q. T. (2016). The Vietnamese Values System: A Blend of Oriental, Western and Socialist Values. International Education Studies, 9(12), 32.
Nguyen, H. T. (2016). Competitive analysis of Vietnam dairy industry. Science and Technology Development Journal, 19(4), 48-67.
Nguyen, N. (2009, December). Representation of Vietnam in Vietnamese and U.S war films.
Nguyen, Q. T. (2016). The Vietnamese Values System: A Blend of Oriental, Western and Socialist Values. International Education Studies, 9(12), 32.
Nikkei (2017, July 17). Vietnam telecom market posts strong growth. Retrieved from https://asia.nikkei.com/Business/Vietnam-telecom-market-posts-strong-growth
Nwankwo, D. B., Aboh, D. J., Obi, T. C., Agu, S. A., & Agbor, D. N. (2013). Influence of Advertising Appeals and Personality on Telecoms Consumption Preferences in Nigeria. International Journal of Academic Research in Business and Social Sciences, 3(9). doi:10.6007/ijarbss/v3-i9/205
Oswald, L. (2015). Marketing semiotics: Signs, strategies and brand value. Oxford: Oxford University Press.
Pham, D. T. (2018, January 25). Chủ nghĩa dân tộc và lòng yêu nước. Retrieved from https://www.luatkhoa.org/2018/01/chu-nghia-dan-toc-va-long-yeu-nuoc/
Pham, T. M & Nguyen, V. D. (2017, July 27). Marketing dựa trên tinh thần dân tộc – dùng sao cho đúng. Retrieved from https://www.brandsvietnam.com/13027-Marketing-dua-tren-tinh-than-dan-toc-dung-sao-cho-dung
Paral & Gordon (1984). Narratology: The Study of Story Structure. ERIC Digest. Retrieved from https://www.ericdigests.org/pre-921/story.htm
Pradl & Gordon, M (1979). Learning How to Begin and End a Story. Language Arts, 56, 21-25.
Park, S., & Avery, E. J. (2016). Effects of Patriotism and Celebrity Endorsement in Military Advertising. Journal of Promotion Management, 22(5), 605-619.
R. Young, B. (2019, February 25). The Origins of North Korea-Vietnam Solidarity: The Vietnam War and the DPRK. Retrieved from https://www.wilsoncenter.org/publication/the-origins-north-korea-vietnam-solidarity-the-vietnam-war-and-the-dprk
Raza, S. H., Bakar, H. A., & Mohamad, B. (2019). The effects of advertising appeals on consumers’ behavioural intention towards global brands. Journal of Islamic Marketing.
Riessman, C. K. (1939). Narrative analysis. Qualitative research method, 30, 1-5.
Rosen, E. (2015, April 30). How Vietnamese Millennial’s View the Vietnam War. Retrieved from https://www.theatlantic.com/international/archive/2015/04/youth-vietnam-war-fall-saigon/391769/
Sardo, M. (2017). The anatomy of patriotism. Anthropological notebooks, 23(1), 43-55.
Siamagka, N.T. & Balabanis, G. (2015). Revisiting Consumer Ethnocentrism: Review, Reconceptualization, and Empirical Testing. Journal of International Marketing, 23(3), 66-86.
Sharma, S., Shimp, T. A., & Shin, J. (1994). Consumer Ethnocentrism: A Test of Antecedents and Moderators. Journal of the Academy of Marketing Science, 23(1), 26-37.
Stern, B. B. (1996). Textual Analysis in Advertising Research: Construction and Deconstruction of Meanings. Journal of Advertising, 25(3), 61-73. doi:10.1080/00913367.1996.10673507
Stearns, J. M., Borna, S., & Oakenfull, G. (2003). Buying for Love of Country: Assessing the Ethics of Patriotic Appeals in Advertising. Business and Society Review, 108(4), 509-521.
The World Bank (2019). GDP per capita (current US$). Retrieved from https://data.worldbank.org/indicator/NY.GDP.PCAP.CD
The World Bank (2019). Import value index (2000 = 100). Retrieved from https://data.worldbank.org/indicator/TM.VAL.MRCH.XD.WD?end=2017&locations=VN&start=1980&view=chart
Tran, N. (2018, February 02). Hàng ngoại có "át" được hàng nội tại thị trường Việt Nam? Retrieved from https://vov.vn/kinh-te/hang-ngoai-co-at-duoc-hang-noi-tai-thi-truong-viet-nam-726049.vov
Zhang, H., Sun, J., Fang, L. & Knight, J.G. (2014). "Be rational or be emotional: advertising appeals, service types and consumer responses", European Journal of Marketing, Vol. 48 Issue: 11/12, pp.2105-2126
Zing MP3. (2016). Vươn cao Việt Nam. Retrieved March 23, 2019, from https://mp3.zing.vn/video-clip/Vuon-Cao-Viet-Nam-Various-Artists/ZW7UEAIA.html
Verma, S. (2009). Do All Advertising Appeals Influence Consumer Purchase Decision. Global Business Review, 10(1), 33-43.
Vietnamnet.vn. (2018, February 18). Vietnamese goods losing market share to imports in home market. News VietNamNet. Retrieved from https://english.vietnamnet.vn/fms/business/195675/vietnamese-goods-losing-market-share-to-imports-in-home-market.html
Vietnamnews.vn (2017). Vietnam dairy industry boasts potential. Retrieved from https://vietnamcredit.com.vn/news/vietnam-dairy-industry-boasts-potential_191
Vietnamnet (2018, September 13). 3,000 doanh nghiệp khởi nghiệp đang hoạt động ở Việt Nam. Retrieved from http://enternews.vn/3-000-doanh-nghiep-khoi-nghiep-dang-hoat-dong-o-viet-nam-135909.html
Viettel Telecom Facebook Fanpage. Viettel Telecom. https://www.facebook.com/Vietteltelecom/
Viettel Telecom official website. https://viettel.vn/
Viettel Telecom (2017, April 19). Màn hoà tấu độc đáo được thực hiện bởi 4G Viettel. Retrieved March 23, 2019, from https://www.youtube.com/watch?v=0S-mBcLM5d4
Vinamilk Facebook Fanpage (2019). Vinamilk - Bí Quyết Ngon Khỏe Từ Thiên Nhiên. https://www.facebook.com/vinamilkbiquyetngonkhoetuthiennhien/
Vinamilk official website (2019). Vinamilk. Retrieved from https://www.vinamilk.com.vn/global/cn/
Vinamilk (2016, July 31). Vươn cao Việt Nam. Retrieved March 23, 2019, from https://www.youtube.com/watch?v=3uhlKtTuDUg
Voramontri, D. & Klieb, L. (2018). Impact of social media on consumer behavior. International Journal of Information and Decision Sciences vol. 462, 11(3), 1–24.
Warbey, W. (1985). Ho Chi Minh and the struggle for an independent Vietnam. Merlin Press.
Wasswa, H. (2017). Selling the nationalism: Influence of patriotic advertising on consumer ethnocentrism in Kenya. European Journal of Social Sciences Studies. Retrieved from https://oapub.org/soc/index.php/EJSSS/article/view/182/536
White, S. (2000). Russia`s New Politics. Retrieved from https://books.google.com/books/about/Russia_s_New_Politics.html?id=sacq-LFeS9YC
Writer, S. (2017, July 17). Vietnam telecom market posts strong growth. Retrieved from https://asia.nikkei.com/Business/Vietnam-telecom-market-posts-strong-growth |
| 描述: | 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
1064610201 |
| 資料來源: | http://thesis.lib.nccu.edu.tw/record/#G1064610201 |
| 資料類型: | thesis |
| DOI: | 10.6814/NCCU201900676 |
| 顯示於類別: | [國際傳播英語碩士學程] 學位論文
|
文件中的檔案:
| 檔案 |
大小 | 格式 | 瀏覽次數 |
|---|
| 020101.pdf | 2735Kb | Adobe PDF2 | 272 | 檢視/開啟 |
|
在政大典藏中所有的資料項目都受到原著作權保護.
|
