Comparative Study of Asian and European Countries- Nation Brand Perception-Reality Gap -

다국어 초록 (Multilingual Abstract)

Nation brand models that use only perception surveys are widely utilized; however, due to the diversity and complexity of human perception mechanisms, they may fail to objectively reflect the actual nation brand. This phenomenon, known as the Perception-Reality Gap (PRG), can hinder the development of nation branding strategies, especially when the perception of a specific nation brand greatly differs from the country's actual situation. Despite the significance of quantitative and regional studies on PRG, such research remains insufficient. To fill this research gap, this study measures PRG using the perception-based NBI model, and the SNBI model, which uses the same six dimensions and weights as the NBI, making one-to-one comparison easier. It applies theories of social psychology and cognitive bias to nation brand evaluation and proposes three hypotheses regarding the differences between people's perception and statistical reality in nation branding. To test these hypotheses, the study first conducts a cross-sectional analysis of PRG differences across 37 countries. Second, it divides the surveyed countries into three regions and classifies them into five groups based on the size of PRG differences for further analysis. Finally, it performs a longitudinal comparison analysis of PRG differences across the three regions. Additionally, based on cross-sectional and temporal evaluations of South Korea, the study provides tailored strategic directions for future public diplomacy efforts. Findings suggest that the root causes of PRG gaps include cognitive biases, social psychology, and the effectiveness of public diplomacy efforts. To explore these causes in greater depth, we propose three research directions. This research is academically significant as it is the first to propose a method for comparing nation brand gaps regionally. Practically, it offers guidance on developing balanced nation branding strategies that consider both perceptions and reality.