品牌个性研究模型文献综述.doc

品牌个性研究模型文献综述 江明华 北京大学光华管理学院 100871 庞隽 北京大学光华管理学院市场营销系 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。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，因为它们强调了一个品牌中的情感成份（emotional）。随着品牌管理在现代企业中的大量运用。越来越多的社会心理学家和消费者行为研究者开始关注品牌个性的研究。尤其是随着20世纪60年代社会个性心理学的迅速发展，品牌个性研究逐渐从混乱与分歧走向整合与统一，不同的研究者从不同的角度出发，采用不同的研究模型和测量工具，对品牌个性做了大量的研究工作，取得的成就是令人振奋的。本文试图对近四十年来有关品牌个性研究文献做一简单回顾，着重介绍一些主要的品牌个性研究模型，并对后续研究的方向给出了建议。 关键词：品牌、个性、品牌个性 A review on Brand Personality Research Models JIANG Ming-hua （Guanghua School of Management, Peking University，100871） Pang Jun (Marketing Department,Guanghua School of Management, Peking University) 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. According to the research by Phillip Kotler, a good brand should express six significations, which are attributes, function and emotion, the sense of value, culture, brand personality and users. Especially, the sense of value, culture and personality are the most important because they emphasize the emotional factors included by a brand. With the wide application of brand management in modern enterprises, more and more social psychologists and marketing researchers have begun to pay great attention on this issue. Since the fast development on personality psychology literature in 60s of 20 century, the research on brand personality has been integrated, a considerable amount of research has been conducted, a lot of conclusions and models have been proposed, and valuable accomplishments have been achieved. This paper reviews the brand personality literatures in the last 40 years and introduces several main research m