The Dimensions of Nation Brand Personality: A Study of Nine Countries

You-Kyung Kim, Sung-Wook Shim, Keith Dinnie

    Research output: Contribution to journalArticlepeer-review

    22 Citations (Scopus)


    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.

    Original languageEnglish
    Pages (from-to)34-47
    JournalCorporate Reputation Review
    Issue number1
    Publication statusPublished - 2013


    • Nation brand personality


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