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.

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Keywords China, Nation (country) brand personality, Personality traits, Scale development, U.S.
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Journal Journal of Business Research
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