Author(s)

Fuliang Dai, Junming Li, Xu Zu

Corresponding Author

Xu Zu

Abstract

This paper finds out that the researches on localized brand personality in China mainly focus on jewelry brand, media brand, clothing brand, animation brand and travel destination brand, based on the researches on domestic and foreign brand personality dimensions and localized brand personality. These studies are based on the “Big Five” brand personality dimension system developed by Aaker (1997) and the Chinese localized brand personality dimension and scale system developed by Huang & Lu (2003) to construct a localized brand personality dimension scale. There is still a lack of research on the localization brand personality of fresh agricultural products, which can be used as a key content for future research by scholars.

Keywords

Localization in China, Brand personality, Research review