Applied PR Research Paper: “How local Vietnamese fashion brands use cultural identity to shape brand perception and influence consumer buying behavior?”

August 18, 2025August 18, 2025 Discipline: Public relations

how local Vietnamese fashion brands incorporate Vietnamese cultural identity—such as traditional symbols, language, and phrases—into their designs and branding. It explores how these cultural elements influence how Vietnamese consumers perceive the brand and whether they impact their interest in supporting or purchasing from those brands. The aim is to better understand the connection between cultural expression in fashion and consumer behavior in Vietnam.

Methodologies: Social media content analysis and Survey

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