Chinese consumers' brand personality perceptions of tourism real estate firms

Zhihong Liu, Huang, Songshan (Sam), Rob Hallak and Mingzhu Liang

Tourism Management, 2016, vol. 52, issue C, 310-326

Abstract: This study examined Chinese consumers' perceptions of brand personality of tourism real estate firms, and classified Chinese consumers based on their brand personality perceptions towards tourism real estate as a new consumption good. The study identified five brand personality factors: humanity, excitement, status enhancement, professionalism and wellness. K-means cluster analysis further identified three distinct Chinese consumer segments with differentiated brand personality perceptions: status/humanity consumers, wellness seekers and professionalism minders. Discussions regarding culture-specific factors of brand personality in the study were provided with considerations of China's significant socio-cultural changes. Managerial implications and suggestions for future research were also discussed.

Keywords: Brand personality; Chinese consumers; Tourism real estate; Cluster analysis (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:52:y:2016:i:c:p:310-326

DOI: 10.1016/j.tourman.2015.06.022

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