Purpose – The purpose of this paper is to examine country perceptions in China from the point of view of the personality concept. Design/methodology/approach – A country personality scale developed in a Western country was adapted to the Chinese social context and used to position 11...

This article presents the results of a survey of 209 Mainland Chinese male consumers carried out in the late 1990s. In this study, consumer judgements of products made in both highly and newly industrialised countries were obtained in a multi‐attribute and multi‐dimensional context. As...