Chinese consumers' brand personality perceptions of tourism real estate firms
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- 作者：Zhihong Liua ; b ; liuzhihong1130@163.com" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae ; Songshan (Sam) Huangb ; sam.huang@unisa.edu.au" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae ; Rob Hallakb ; rob.hallak@unisa.edu.au" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae ; Mingzhu Lianga ; tmzliang@126.com" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae
- 关键词：Brand personality ; Chinese consumers ; Tourism real estate ; Cluster analysis
- 刊名：Tourism Management
- 出版年：2016
- 出版时间：February 2016
- 年：2016
- 卷：52
- 期：Complete
- 页码：310-326
- 全文大小：1838 K
文摘
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We explored the salient brand personality factors as perceived by Chinese consumers towards tourism real estate.
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Five factors (humanity, excitement, status enhancement, professionalism and wellness) were identified.
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Three Chinese consumer segments (status/humanity consumers, wellness seekers and professionalism minders) were found.
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Differences of Chinese consumers' brand personality perceptions were not attributed to demographics.