Corporate Reputation Review

, Volume 16, Issue 1, pp 80–94 | Cite as

Antecedents of Nation Brand Personality

  • Young-A Song
  • Yongjun Sung
Original Article


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).


brand personality nation brand personality nation branding nation image 


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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2013

Authors and Affiliations

  • Young-A Song
    • 1
  • Yongjun Sung
    • 2
  1. 1.Department of AdvertisingUniversity of Texas at AustinAustinUSA
  2. 2.Temerlin Advertising Institute, Southern Methodist UniversityDallasUSA

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