Nation Image and Its Consequences: Implications for Nation Branding

Nations are increasingly investing in efforts to directly influence their image but while nation image is similar to brand image, it is much more complex. There is very little consensus regarding how to conceptualize and operationalize the construct. We offer a multi-dimensional construct of nation image which captures the complexity and examine the influence of nation image as well as the direct influence of its dimensions on five different consequences. These consequences go beyond product evaluations to include four others - travel, personal, business and political relationships. Data collected from Korean and American students support our multi-dimensional nation image construct and the relationships between nation image and its consequences are analyzed by structural equation modeling(SEM). Similarities and differences in the perceptions and influences of nation image of the two countries are presented. Implications are discussed in terms of using the multi-dimensional construct to analyze, build and monitor nation branding efforts.