Structured AbstractPurpose: To critique human personality as theory underpinning brand personality. To propose instead theory from human perception and, by doing so, to identify universally relevant dimensions.Design/Method: A review of published measures of brand personality, a re-analysis of two existing data bases and the analysis of one new database are used to argue and test for the dimensions derived from perception theory.Findings: Existing work on brand personality suggests 16 separate dimensions for the construct, but some appear common to most measures. When non-orthogonal rotation is used to re-analyse existing trait data on brand personality, three dimensions derived from signalling and associated theory can emerge: Sincerity (e.g. warm, friendly, agreeable), Competence (e.g. competent, effective, efficient) and Status (e.g. prestigious, elegant, sophisticated). The first two are common to most measures, status is not.Research Implications: Three dimensions derived from signalling and associated theory are proposed as generic, relevant to all contexts and cultures. They can be supplemented by context relevant dimensions. Practical Implications:Measures of these three dimensions should be included in all measures of brand personality.Originality: Prior work on brand personality has focussed on identifying apparently new dimensions for the construct. While most work is not theoretically based, some have argued for the relevance of human personality. That model is challenged and an alternative approach to both theory and analysis is proposed and successfully tested.

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The purpose of this paper is to explore the influence of the national image on the image of its tertiary education among non-nationals and on their choice of location for study. We present a conceptual model of how the image of the nation impacts on the image of tertiary education based upon Ajzen & Fishbein's (1980) "theory of reasoned action". With data from China & India, a model is developed from a calibration sample and tested against a validation sample using structural equation modelling. The model fits the data well and shows that a national image for Chic (prestigious, refined, elegant) and Enterprise (innovative, cool, trendy) has a positive influence on the beliefs about, attitudes towards and propensity to consume tertiary education offered by the UK. Our work indicates that there will be mileage in investing not just on the image of education itself, but on the image of the nation in the promotion of international tertiary education.

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