Framing a national champion: Media narratives, Brand Nationalism, and public sentiment online

Employing a quantitative content analysis of 11,716 comments from 265 news articles on VnExpress (2022–2024), this study examines the roles of Brand Nationalism and Consumer Ethnocentrism in the public discourse surrounding VinFast, Vietnam's national electric vehicle manufacturer. Findings reveal a clear duality in public sentiment: an overwhelmingly positive, pride-filled conversation coexists with a highly critical, pragmatic discourse on cost and technology. Statistical analysis demonstrates that media framing is a key determinant of this split. Articles framed around sustainability and the environment significantly predict positive sentiment and expressions of national pride. In contrast, frames focusing on technology are strongly associated with negative sentiment and suppress patriotic expressions. This research empirically demonstrates how media narratives activate or inhibit nationalist sentiment in a high-tech, emerging market.