Behavioral studies show that the personalities of Chinese traditional and fashionable brands are obviously different, namely a stereotype of personality. It is unclear how the personality evaluations of those brands are processed. This paper aims to explore the neural activities associated with words describing the brand names and its personality evaluations using event-related potentials (ERPs). A word-pair paradigm is used, the first word is a brand name from one of two categories (traditional and fashionable category), and the second word is a personality evaluation either in clemency or trend dimension (the special personality of Chinese brands). Recipients are asked to judge whether the personality evaluations are consistent with the brand names, while ERPs are recorded synchronously. Through the behavior data of reaction times and ERPs components, the analysis demonstrated a decreased N400 and enhanced LPP elicited by the traditional brands under clemency dimension compared with the fashionable brands, and by the fashionable brands under trend dimension compared with the traditional brands. We conclude that N400 serves as an index of a mismatch between the stereotypes of the brand and its personality evaluations, while LPP reflects the consumers’ emotional attitudes in the process of the recalling of brand personality. The results verify the stereotypes of brand personality from the perspective of neural activities, and shed new light on the cultivation, monitoring and evaluation of brand personality

Brand personality, Stereotypes, Emotional attitude, N400, LPP