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Founded in 1851, World Expo is now a mega global event where countries showcase their culture and innovation. With a record 192 official participant countries and 50 international organizations, Expo Shanghai 2010 attracted 73 million visitors. In this project, we use the construct of “brand experience” to explore and examine how countries pursue nation branding. More specifically, we evaluated the 2010 Expo Shangai in terms of how Chinese visitors experience the brand country pavilions.
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