大五模型和品牌个性：调查消费者个性对某一品牌个性偏好的影响[外文翻译].docVIP

毕业论文（设计）外文翻译 题　　目：　 品牌个性与消费者自我概念一致性研究　 　　　 一、外文原文 标题：The Big Five and brand personality: Investigating the impact of consumer personality on preferences towards particular brand personality 原文： INTRODUCTION Personality research as it relates to marketing is both an enigma and a thorny area of research for marketing scholars. A perusal of any basic text in psychology shows that personality research has been a cornerstone of psychology since the early 20th century. One of the most widely used approaches to the study of personality traits is The Big Five model. The model ’ s capacity in helping to explain human behaviour has attracted the interest of researchers from other disciplines, including sociology, management and marketing. Management scholars have attempted to link employee personality to job satisfaction and leadership. Researchers in marketing have explored the impact of consumer personality on perception, preferences and behaviour. The results of studies have, however, been mixed. Although attempts to demonstrate the link between consumer personality and behaviour have not yielded many meaningful results,other methods founded on personal values and demographics have been more efficacious. In recent decades, personality research in marketing has focused on the validity of self-congruity theory in relation to different types of purchase behaviour and product contexts. The connection between personality and purchase behaviour was first introduced by Dolich, who suggested that consumers prefer to buy products and brands that best reflect their personality. His theory, which lacked empirical support, has generated mixed results in other studies. Some researchers support the theory, whereas other researchers found little empirical evidence to confirm the relationship between personality and behaviour. Although the validity of self-congruity theory has been extensively researched, there is a dearth of empirical research that addresses