Brand personality and its outcomes in the Chinese automobile industry

Hong-Youl Ha and Swinder Janda

Asia Pacific Business Review, 2014, vol. 20, issue 2, 216-230

Abstract: The purpose of this study is to understand the relationship between 'brand personality' and key outcomes in the Chinese automobile industry. A secondary aim of the study is to look at whether or not these relationships hold across purchasers and non-purchasers. The major conclusion is that while brand personality dimensions are somewhat consistent across both purchasers and non-purchasers, the brand personality outcomes differ somewhat between the groups. First, brand personality plays a critical role in improving perceived quality and creating brand trust, a key finding given the intensely competitive nature of the Chinese automobile industry. Second, perceived quality plays an important role in mediating the relationship between brand personality and brand commitment for both groups. Third, perceived quality does not affect brand trust for the purchaser group. In the context of Chinese automobile industry, increasing the level of perceived quality of a particular brand requires convincing non-purchasers that the brand is valuable, and that the information being provided is useful. Fourth, since the relationship between perceived quality and brand trust was found to be non-significant, future research studies may wish to focus on obtaining a better understanding of Chinese cultural perspectives to shed further light on why perceived quality and brand trust are not related for the automobile purchaser group.

Date: 2014
References: View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://hdl.handle.net/10.1080/13602381.2013.841022 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:apbizr:v:20:y:2014:i:2:p:216-230

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/FAPB20

DOI: 10.1080/13602381.2013.841022

Access Statistics for this article

Asia Pacific Business Review is currently edited by Professor Chris Rowley and Malcolm Warner

More articles in Asia Pacific Business Review from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().