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.

Additional Metadata
Keywords China, Nation (country) brand personality, Personality traits, Scale development, U.S.
Persistent URL dx.doi.org/10.1016/j.jbusres.2011.12.027
Journal Journal of Business Research
Citation
Rojas-Mendez, J, Murphy, S.A. (Steven A.), & Papadopoulos, N. (2013). The U.S. brand personality: A Sino perspective. Journal of Business Research, 66(8), 1028–1034. doi:10.1016/j.jbusres.2011.12.027