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 language | English |
|---|---|
| Pages (from-to) | 80-94 |
| Number of pages | 15 |
| Journal | Corporate Reputation Review |
| Volume | 16 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 2013 Mar |
| Externally published | Yes |
Keywords
- brand personality
- nation brand personality
- nation branding
- nation image
ASJC Scopus subject areas
- Business and International Management
- Strategy and Management