Rojas-Méndez, José I.; Murphy, Steven A.; … - In: Journal of Business Research 66 (2013) 8, pp. 1028-1034
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...
