Humanity and trendiness: Key dimensions and differences in brand personality evaluation in Chinese market

Abstract

Purpose

The purpose of this paper is to reveal the key dimensions reflecting the differences between Chinese and foreign brands, evaluate different consumption generations, and provide evidence for studying differences and similarities of brand personality dimensions from a cross‐cultural perspective.

Design/methodology/approach

Using a questionnaire survey among a large sample of people in three cities of China, brand personality of Chinese and foreign brands was measured by an indigenous scale. Principal component analysis and nonparametric tests were used to analyze the data.

Findings

Two key dimensions of humanity and trendiness were found and compared with Aaker's scale. Differences in dimensions of brand personality were also identified through comparing foreign brands with local brands as well as consumption by the younger and older generations. In conclusion, China's local brands show a higher level of humanity but a lower level of trendiness. The young generation has significantly higher demands for trendiness than the old generation.

Research limitations/implications

In order to test the robustness of the conclusions of this paper, a more popular interval variable type is needed for further study. In addition, the conclusions drawn from this may not be completely suitable for other industries or categories.

Practical implications

The results have some important implications for building the image of China's local brands, especially time‐honored brands. The key approach is to create a trendiness association while keeping points of difference association on humanity.

Originality/value

Previous research has demonstrated cross‐cultural differences and similarities in the evaluations of brand personality, but there are no studies in the context of the Chinese market. The findings of this paper support the argument that the key dimensions of brand personality exist across different cultures.

Citation

He, J. (2010), "Humanity and trendiness: Key dimensions and differences in brand personality evaluation in Chinese market", Journal of Chinese Entrepreneurship, Vol. 2 No. 1, pp. 19-35. https://doi.org/10.1108/17561391011019005