Brand personality dimensions in China

Chu, Shu Chuan; Sung, Yongjun

doi:10.1080/13527260903387931

Cited by 38 publications

(40 citation statements)

References 37 publications

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“…In this paper, we agree with the pure brand personality definition of psychologists that is the "set of personality traits" only (McCrae and Costa, 1987) without other characteristics. In addition, previous studies about brand personality scale in Asian countries (Japan, South Korea, and China) showed the inconsistency result in the dimensions of scales (Aaker et al, 2001;Chu and Sung, 2011;Kim et al, 2001). Thus, a total replication of these scales that majority used Aaker's model is not convinced.…”

Section: Introductionmentioning

confidence: 90%

Development of brand personality measure: An application for Vietnamese context

Hang

Truong-Dinh

2018

AJER

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Section: Introductionmentioning

confidence: 90%

Development of brand personality measure: An application for Vietnamese context

Hang

Truong-Dinh

2018

AJER

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“…As shown in Table 1, the BPS has been examined across cultural contexts and different settings; studies have demonstrated that brand personality traits may differ in one or more dimensions across cultures and settings (e.g. Caprara et al, 2001;Chu & Sung, 2011;Ekinci & Riley, 2003;Milas & Mla ci c, 2007;Sung & Tinkham, 2005). For example, Venable, Rose, Bush, and Gilbert (2005) examined the structure of brand personality in nonprofit organizations by using Aaker's (1997) BPS.…”

Section: Brand Personality Measurement and Cross-cultural Studiesmentioning

confidence: 98%

“…In recent years, growing academic interest has been witnessed in nonwestern societies in studying brand personality (e.g. Chen & Phou, 2013;Chu & Sung, 2011;Sung & Tinkham, 2005). China is emerging as a significant consumer market.…”

Section: Introductionmentioning

confidence: 99%

Chinese consumers' brand personality perceptions of tourism real estate firms

et al. 2016

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h i g h l i g h t sWe explored the salient brand personality factors as perceived by Chinese consumers towards tourism real estate. Five factors (humanity, excitement, status enhancement, professionalism and wellness) were identified. Three Chinese consumer segments (status/humanity consumers, wellness seekers and professionalism minders) were found. Differences of Chinese consumers' brand personality perceptions were not attributed to demographics. a b s t r a c tThis 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 sociocultural changes. Managerial implications and suggestions for future research were also discussed.

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“…As products are increasingly indistinguishable (Kim, et al, 2001;Rutter et al, 2018), a wellestablished brand personality allows firms to gain a sustainable competitive advantage by providing a means to differentiate a brand in a product category (Aaker 1996;Chu and Sung, 2011;Crask and Laskey, 1990;Kim et al, 2001). More importantly, it is suggested that when customers identify brands with human characteristics, they can bond and connect better with the brand; and thus, tend to favor the brand more (Khan and Ahmed, 2018).…”

Section: The Role Of Brand Personality Toward Sustainable Competitivementioning

confidence: 99%

“How brand personality can assist in achieving the sustainable development goals (SDGs) for small and medium-sized enterprises (SMEs) in developing countries”

auemsuvarn¹

2019

JBRMR

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Small and medium-sized enterprises (SMEs) play a crucial role in a nation's economy, particularly in developing countries. Brand personality has been studied extensively in the literature and adopted almost exclusively by major global brands of large corporations in developed countries. A well-established brand personality allows firms to gain a sustainable competitive advantage. However, brand personality is not widely used across SME product categories, partially because investment in brand personality requires a long-term commitment. Drawing upon anthropomorphization theory and customer-brand relationship theory, this paper proposes two major ways that brand personality plays a key role in fulfilling the SDGs, including 1) building customer-brand relationships and 2) developing competitive advantage for SMEs in developing countries. Implications for future research and managerial practice are provided.

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Brand personality dimensions in China

Cited by 38 publications

References 37 publications

Development of brand personality measure: An application for Vietnamese context

Development of brand personality measure: An application for Vietnamese context

Chinese consumers' brand personality perceptions of tourism real estate firms

“How brand personality can assist in achieving the sustainable development goals (SDGs) for small and medium-sized enterprises (SMEs) in developing countries”

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