The U.S. brand personality: A Sino perspective

José I. Rojas-Méndez, Steven A. Murphy and Nicolas Papadopoulos

Journal of Business Research, 2013, vol. 66, issue 8, 1028-1034

Abstract: This research applies the personality metaphor to examine the U.S. brand personality in China. Results indicate that the U.S. brand personality is a multidimensional construct composed of three main dimensions: amicableness, resourcefulness, and self-centeredness. An overall view indicates that Chinese perceptions of the U.S. brand personality encompass a bipolar personality type where amicable and resourceful traits seemingly battle with self-centered personality traits. The emergent Brand Personality Scale is a significant predictor of Chinese people's behavioral intentions toward the U.S. Several implications are discussed and guidelines for further research are provided.

Keywords: Nation (country) brand personality; Personality traits; Scale development; U.S.; China (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:8:p:1028-1034

DOI: 10.1016/j.jbusres.2011.12.027

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