The dimensions of nation brand personality: A study of nine countries

被引：21
|
作者：
Kim Y.K. [1 ]
Shim S.W. [2 ]
Dinnie K. [3 ]
机构：
[1] Department of Communication and Information, Hankuk University of Foreign Studies, Seoul
[2] Department of Advertising, Hanyang University, Ansan Kyounggido
[3] NHTV Breda University of Applied Sciences, Breda
来源：
Corporate Reputation Review | 2013年 / 16卷 / 1期
基金：
新加坡国家研究基金会;
关键词：
brand personality; nation brand; nation brand personality;
D O I：
10.1057/crr.2012.22
中图分类号：
学科分类号：
摘要：
This paper attempts to identify the dimensions of nation brand personality (NBP). The concept of brand personality is well established in the branding literature, yet to date it has been little applied to the context of nation brands rather than to the product or corporate brands. Nine countries were selected for the study. The following five core dimensions of NBP were found: leadership, excitement, sophistication, tradition and peacefulness. These five dimensions were identified in perceived traits of nation brands such as country of origin for products and services, country for tourism, country for investment, country for residence. Variables exerting an influence on the formation process of NBP were tested. Theoretical and practical implications regarding the utility of NBP are discussed. © 2013 Macmillan Publishers Ltd.
引用
收藏
页码：34 / 47
页数：13
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