The U.S. brand personality: A Sino perspective

被引：49

作者：

Rojas-Mendez, Jose I. ^{[1
]}

Murphy, Steven A. ^{[1
]}

Papadopoulos, Nicolas ^{[1
]}

机构：

[1] Carleton Univ, Sprott Sch Business, Ottawa, ON K1S 5B6, Canada

来源：

JOURNAL OF BUSINESS RESEARCH | 2013年 / 66卷 / 08期

关键词：

Nation (country) brand personality; Personality traits; Scale development; US; China; DIMENSIONS; CULTURE; VALUES; SCALE;

D O I：

10.1016/j.jbusres.2011.12.027

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. (C) 2011 Elsevier Inc. All rights reserved.

引用

页码：1028 / 1034

页数：7

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