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The U.S. brand personality: A Sino perspective

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

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.

Suggested Citation

  • Rojas-Méndez, José I. & Murphy, Steven A. & Papadopoulos, Nicolas, 2013. "The U.S. brand personality: A Sino perspective," Journal of Business Research, Elsevier, vol. 66(8), pages 1028-1034.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:8:p:1028-1034
    DOI: 10.1016/j.jbusres.2011.12.027
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    Cited by:

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