Corporate Reputation Review

, Volume 16, Issue 1, pp 34–47 | Cite as

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

  • You Kyung Kim
  • Sung Wook Shim
  • Keith Dinnie
Original Article


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.


brand personality nation brand nation brand personality 



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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2013

Authors and Affiliations

  • You Kyung Kim
    • 1
  • Sung Wook Shim
    • 2
  • Keith Dinnie
    • 3
  1. 1.Department of Communication & InformationHankuk University of Foreign StudiesSeoulSouth Korea
  2. 2.Department of AdvertisingHanyang UniversityAnsan KyounggidoSouth Korea
  3. 3.NHTV Breda University of Applied SciencesBredaThe Netherlands

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