【优质】品牌个性及与消费者个性之间的相关关系.docVIP

品牌个性及与消费者个性之间的相关关系 Brand Personality and the Relationship Between Brand personality and Human Personality 摘 要 像品牌这样无生命的物体可以与人类个性特征相联系的说法已经广为社会心理学家和营销专家所接受，基本观点是像品牌这样的态度客体可以与个性特征相联，从而给消费者提供自我表达或象征性利益。在西方学术界，品牌个性的研究早已成为消费者行为学和品牌管理领域的研究热点，大量的概念、研究方法、测量模型被提出，大量的研究结论在学术界被不断地深入探讨和论证。但由于品牌个性和消费者个性所蕴涵的深层次的历史文化背景和语言文化背景，使得各种研究模型和结论的跨文化适用性一直没有得到有效的检验。本研究试图从这个角度入手，一方面采用西方的理论和模型对中国消费者进行研究，以验证其适用性和普遍性，另一方面将具有中国语言和文化特色的人格个性分类模型应用于消费者行为学领域，进行探索性的研究，以期发掘出更适合中国消费者心理的研究路径。最后通过研究结果的讨论对两个模型进行了比较，并指出了研究中的问题。 Abstract The parlance that brand, as an abiotic object, is related to the human personality has been widely accepted by social psychologists and marketing researchers. The basic concept is that brand as an attitudinal object, can be related to human personality and provide customers the benefits of self-expression or symbolistic function. In western literature, a considerable amount of attention has been focused on brand personality. So many terms, research methods and measurable models have been proposed and so many research conclusions are being discussed from various points of view. However, due to the cultural and lingual background implicated by brand personality, the applicability of these models and conclusions are still in argument. This research attempts, on one hand, to conduct an investigation into Chinese customers with western theories and models in order to test their applicability and universality; On the other hand, it will take an exploring research in customer behavior using the Chinese personality structure that characterizes the lingual and cultural background of China. We expect to find a new approach, which is more efficient and suitable for the specialty of Chinese customers. Finally, comparison is held between the two models and the limits in this research are discussed. 一、研究问题的提出 像品牌这样无生命的物体可以与人类个性特征相联系的说法已经广为社会心理学家和营销专家所接受，基本观点是像品牌这样的态度客体可以与个性特征相联，从而给消费者提供自我表达或象征性利益。根据菲利普、科特勒的研究，一个好的品牌能够表达出六层含义：特定的属性、功能和情感利益、价值感、一定的文化、一定的个性以及使用者，其中价值、文化和个性是最重要的，因为它们强调了一