Brand personality perception - regional or country specific

Chan, Priscilla Y.L., Saunders, John, Taylor, Gail and Souchon, Anne (2003). Brand personality perception - regional or country specific. [European] Advances in Consumer Research, 6 , pp. 300-307.


Brand personality is a key determinant of brand equity. Consumers seek brands with congruent personalities and use brands’ personality to define their sense of self. However, far from being universal, previous researches found that European (Spanish) brand personality dimensions differ from those in America and Asia (Japan). Are these typical of the region or do they reflect national variations? This study examines brand personality dimensions among Chinese consumers with consumers responding to 10 different commercial brands. This shows perceptions of brand personality are country specific, due to the differences found between Japanese’ and Chinese’. Implications of these findings are discussed.

Divisions: Aston Business School > Marketing & strategy
Uncontrolled Keywords: brand personality,brand equity,sense of sel,European brand personality,Asia,Japan,Chinese consumers
Full Text Link: http://www.acrw ... ay.asp?id=11253
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Published Date: 2003
Authors: Chan, Priscilla Y.L.
Saunders, John
Taylor, Gail
Souchon, Anne

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