ABSTRAK
Indonesia perlu menemukan identitas pembedanya yang dapat diinvestigasimelalui konsep nation brand. Studi ini menggunakan penelitian mengenai nationbrand molecule milik Rojas-Mendez (2013). Studi ini menemukan bahwa ketujuhdimensi yang ditemukan menyusun nation brand molecule pada penelitian Rojas-Mendez muncul pada kasus Indonesia. Subset yang muncul dari WNI beragamdengan nada positif dan negatif. Pada sisi negatif, korupsi, birokrasi, danketidaksetaraan pendapatan berada diantara asosiasi yang diberikan olehresponden. Pada sisi positif, ragam tujuan wisata, kepribadian yang positif, danragam budaya bangsa disebutkan oleh responden. Konsistensi adalah aspekpenting berikutnya dalam membangun brand. Studi ini mengevaluasi konsistensimelalui keterlibatan WNI dalam pembicaraan positif (positive words of mouthatau positive WOM) dan antesedennya: inner dan social brand self-expressivenessdan brand love. Hasil statistik menunjukkan bahwa pengaruh inner- dan socialbrand self-expressiveness terhadap positive WOM dimediasi secara penuh olehbrand love. Wawasan lain yang juga diperoleh oleh studi ini adalah perbedaanpersepsi yang dimiliki oleh masing-masing kelompok agama pada inner-, socialbrand self-expressiveness, brand love, dan positive WOM

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ABSTRACT
Indonesia needs to figure its differentiating identity that can be investigatedthrough the concept of nation brand. This study was trying to identify it usingNation Brand Molecule theory by Rojas-Mendez (2013). This study found that allseven dimensions found in the Nation Brand Molecule appear in the case ofIndonesia. The subsets associated by Indonesians were varied in both negativeand positive tones. On the negative side, corruption, bureaucracy, and incomeinequality are among the associations given by the respondents. On the otherhands, positive associations were also found on the subsets of the dimensions:various tourism destination, positive personality of the people, and diversenational culture. Consistency is followed to be an important aspect in establishinga brand, including nation brand. This study tried to evaluate the consistencythrough people?s engagement in the positive words of mouth (WOM) and itsantecedent: inner and social brand self-expressiveness and brand love. Thestatistical outcome shows that the effect from inner and social brand selfexpressivenesstowards positive WOM are fully mediated by brand love. Anotherinsight that this study was able to accomplish was how each group of religionperceived inner-, social brand self-expressiveness, brand love, and positive WOM