市场营销专业毕业论文--品牌个性与消费者自我概念一致性研究.docVIP

摘 要 在激烈的市场竞争和产品高度同质化的时代，品牌成为企业之间竞争的重要砝码。品牌个性作为品牌的核心成分且对于消费者品牌偏好的形成有着重要的影响，品牌个性在消费者行为的研究中占有越来越重要的地位。品牌个性是形成于消费者心中的认知，因此它不能离开消费者而单独存在。消费者在选择一个品牌过程中总会不由自主的把企业塑造的品牌个性和消费者自己的个性进行比较，即衡量自我概念和品牌个性的一致性。因此，消费者自我概念在品牌个性发挥的过程中产生重要的影响。消费者自我概念可以分为真实自我、社会自我、理想自我三个维度。目前研究发现品牌个性与消费者自我概念一致性会对品牌偏好产生影响。 本文通过阐述品牌个性、消费者自我概念、品牌偏好的相关理论及其相互间关系做出理论假设。在理论假设的基础上，选择合适的测量方法，以诺基亚手机品牌为研究对象进行调查研究的结论表明，消费者自我概念与品牌个性的一致性程度对消费者的品牌偏好具有积极的影响，并且消费者社会自我概念与品牌个性一致性对品牌偏好的影响要高于消费者真实自我概念与品牌个性一致性对品牌偏好的影响。 关键词：品牌个性；社会自我概念；真实自我概念；品牌偏好 Abstract In the fierce market?competition and product?of the?era of highly?homogeneous, competition between?brands?become?an important weight. Brand personality?as a?core element of?the brand?and?brand preference?for?the formation of?consumers?have an important?influence, brand personality?in consumer?behavior?plays an?increasingly important role. Brand?personality is?formed in?the minds of consumers?awareness,?so it can not?leave the?consumers?alone. Consumers in the selection?process of?a brand?will always?help but?shape the?brand personality of?the enterprise?and consumers?to compare?their own?personality,?is a measure of?self-concept and?brand personality?consistency. Therefore, consumers?in the?brand personality?self-concept?played?an important impact on?the process. Consumer?self-concept?can be divided into?true self, social self,?ideal self?three dimensions. Recent studies showed that?the concept of?brand personality?and consumerself-consistency?would have?an impact on?brand preference. This paper describes?the brand?personality and?consumer?self-concept, brandpreferences?and their inter-relationship between?the theory?and make?theoretical assumptions. Based on?the?theoretical assumptions,?select the appropriate?measurement methods to?study?the brand?of Nokia?phone?survey?study suggest that?consumer?self-concept and?brand personality?consistency?degree of?consumer?brand preference?has a positive impact, and?Consumer society?consistency of?self-concept?and