店铺环境、消费者自我一致性与零售企业经营绩效的关系研究外文翻译毕业.docxVIP

%妙N将以孚 毕业论文（设计）外文翻译 题目：店铺环境、 消费者自我一致性与零售企业经 营绩效的关系研究 系 别: 专 业: 班 级: 学 号: 学生姓名: 指导教师: 二O—二年三月 外文翻译之一 The effect of brand personality and brand identification onbrand loyalty: Applying thetheory of social identification 作者：CHUNG K.KIM1; DONGCHUL HAN ;SEUNG-BAE PARK 国籍：Korea 出处：Japanese Psychological Research, 2002.10,P:45-48 Abstract: This study investigated the effect of brand personality on brand asset management by using the concept of consumers identification with a brand? The focus was on one important type of high-technology product, the cellular phone. The authors develop a conceptual framework to explain the effect of brand identification on brand loyalty. The important variables of this framework include the attractiveness of the brand personality, the distinctiveness of the brand personality, the self-expressive value of the brand personality, positive word?omouth reports of the brand, and brand loyalty. The empirical results indicated that there are positive relationships between attractiveness, distinctiveness, and self-expressive value of brand personality. These relationships had a statistically significant effect on consumers5 identification with a brand. Furthermore, brand identification had a direct effect on word-of-mouth reports and an indirect effect on brand loyalty. The theoretical and managerial implications of the empirical results are presented, and suggestions are made regarding both the limitations of the present study and future directions for research. Key words: brand personality, word-of-mouth reports, brand loyalty, social identification, self-expression. Research background and objectives Many companies are trying to get target customers attention by creating a distinctive brand image for their products. In the United States, promotion of General Motors5 Chevrolet truck emphasized the image of “Like a rock/5 and that of Canons EOS Rebel X camera emphasized the image of independence ,dynamism, and brilliance through the tennis player