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Brand Personalities in the Context of Chinese Culture

XI Jia-bei1,WANG Xin-xin2(1.School of Economics Jurisprudence & Politics,Nanjing Xiaozhuang College,Nanjing Jiangsu 211171,China;2.School of Inter national Business Administration,Shanghai University of Finance &Economics,Shanghai 200433,China)  
In the context of Chinese culture,Chinese individual personalities are associated with their cultural orientation and their values and beliefs,which may influence their personal choices of product brands.This paper is aimed to synthesize and classify the Chinese individual personalities from the sociological perspective.Four types of the native brand personalities are accordingly identified: proactive,easy-going,passive intelligent and trendy,out-going,and classified respectively.
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