Antecedents of nation brand personality

Young A. Song, Youngjun Sung

Research output: Contribution to journalArticle

8 Citations (Scopus)

Abstract

Given the increasing popularity of nation branding across the globe, brand management at the symbolic level is a critical component of a nation's brand management program. By surveying a US sample of 304 college students, the current study identified a total of five primary antecedents of nation brand personality: government competences, people/events, natural features, pop culture and arts/history. The results also show that government competences, natural features, and pop culture are crucial antecedents in nation branding; they increase chances of a positive nation brand personality dimension (eg, agreeableness, assiduousness) or decrease the possibility of a negative dimension (eg, snobbism).

Original languageEnglish
Pages (from-to)80-94
Number of pages15
JournalCorporate Reputation Review
Volume16
Issue number1
DOIs
Publication statusPublished - 2013 Mar 1
Externally publishedYes

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Keywords

  • brand personality
  • nation brand personality
  • nation branding
  • nation image

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management

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