Chinese consumers' brand personality perceptions of tourism real estate firms

This study examined Chinese consumers' perceptions of brand personality of tourism real estate firms, and classified Chinese consumers based on their brand personality perceptions towards tourism real estate as a new consumption good. The study identified five brand personality factors: humanity, excitement, status enhancement, professionalism and wellness. K-means cluster analysis further identified three distinct Chinese consumer segments with differentiated brand personality perceptions: status/humanity consumers, wellness seekers and professionalism minders. Discussions regarding culture-specific factors of brand personality in the study were provided with considerations of China's significant socio-cultural changes. Managerial implications and suggestions for future research were also discussed.