声明
ACKNOWLEDGEMENTS
摘要
Abstract
CONTENTS
Chapter One INTRODUCTION
1.1 Motivation
1.2 Need of the study
Chapter Two LITERATURE REVIEW
2.1 The Definition of Nation brand
2.2 The Definition of Nation branding
2.3 The evolution of nation branding
2.3.1 Identity versus image
2.3.2 National identity and nation branding
2.3.3 Place development and nation branding
2.3.4 Public diplomacy and nation branding
2.4 Nation branding and Behavior Intention Theory
2.4.1 Consumer ethnocentrism and nation branding
2.4.2 Country of origin(COO)and nation branding
2.4.3 Nation branding and purchase intention
Chapter Three METHODOLOGY
3.1 Research background
3.2 Research questions
3.3 Research method
3.3.1 Questionnaire
3.3.2 Expert interview
Chapter Four BRANDING CHINA
4.1 Data analysis
4.2 Analysis of Part 1 of the questionnaire
4.3 Analysis of Part 2 of the questionnaire
4.4 Interview analysis
Chapter Five CONCLUSION
REFERENCES
APPENDlX Ⅰ ENGLISH QUESTIONNAIRE
APPENDIX Ⅱ INTERVIEW QUESTIONNAIRE
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