# The Effect of Brand Personality on Consumer Self-Identity the Moderation Effect of Cultural Orientations among British and Chinese Consumers

> Research article (Journal of Legal Ethical and Regulatory Issues, 2021) · cited 29× · AI/ML

**Wikidata**: [openalex:W3197916339](https://www.wikidata.org/wiki/openalex:W3197916339)  
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