Brand personality dimensions in China

Abstract

Although a considerable amount of research has been conducted to conceptualize brand personality, no study yet examined the structure of brand personality dimensions in China. This research identifies a theoretical framework of six brand personality dimensions in China. Of the six dimensions identified, three dimensions (Competence, Excitement, and Sophistication) are consistent with those found in the USA, whereas three dimensions carry culture-specific meaning (Traditionalism, Joyfulness, and Trendiness), supporting our prediction that Chinese brand personality structure shows the coexistence of traditional and changing cultural values in contemporary Chinese society. The findings suggest that the symbolic meaning embedded in Chinese commercial brands is under considerable influence of both western modernism and Chinese traditionalism. Theoretical and managerial implications regarding the symbolic use of commercial brands are discussed.

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