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Creating Online Brand Personality: The Role of Personal Difference
Authors:Hwiman Chung  Euijin Ahn
Institution:1. New Mexico State University , Las Cruces , New Mexico , USA;2. Yeongnam University , Kyung-San Si , South Korea
Abstract:This study explores the concept of online brand personality, creation of online brand personality, and the role of personal difference in terms of advertising effectiveness – memory and attitude. The primary research question is whether individual's matching personality to online brand creates different responses toward online brand in terms of advertising effectiveness, such as memory, attitude and behavior. The results found that: first, website structure is an important factor on subjects' attitude toward the website; second, individual's personality is an important moderator on the effects of website structure; and third, individual's personality and brand personality have a significant interaction effect on attitude and behavioral intention.
Keywords:Online brand  brand personality  personality difference  online brand structure
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