Antecedents of nation brand personality

Young A. Song, Youngjun Sung

Research output: Contribution to journalArticle

7 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

Fingerprint

Brand personality
Government
Nation branding
Brand management
Agreeableness
College students
Globe
Art

Keywords

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

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management

Cite this

Antecedents of nation brand personality. / Song, Young A.; Sung, Youngjun.

In: Corporate Reputation Review, Vol. 16, No. 1, 01.03.2013, p. 80-94.

Research output: Contribution to journalArticle

Song, Young A. ; Sung, Youngjun. / Antecedents of nation brand personality. In: Corporate Reputation Review. 2013 ; Vol. 16, No. 1. pp. 80-94.
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