Brand personality perception - regional or country specific

Priscilla Y.L. Chan, John Saunders, Gail Taylor, Anne Souchon

Research output: Contribution to journalArticlepeer-review


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.
Original languageEnglish
Pages (from-to)300-307
Number of pages8
Journal[European] Advances in Consumer Research
Publication statusPublished - 2003


  • brand personality
  • brand equity
  • sense of sel
  • European brand personality
  • Asia
  • Japan
  • Chinese consumers


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