| 品牌个性及其结构维度理论研究 |
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| 引用本文： | 余可发. 品牌个性及其结构维度理论研究[J]. 上海市经济管理干部学院学报, 2007, 5(2): 24-28 |
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| 作者姓名： | 余可发 |
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| 作者单位： | 江西财经大学,江西,330013 |
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| 摘 要： | 10多年来，国内外品牌个性领域研究成果不少，主要包括品牌个性的内涵、基于顾客感知价值的表现形式、不同文化传统背景下品牌个性构成维度分析与测量模型、品牌个性与消费者个性之间的关系等，藉此回顾分析，可以揭示其未来的研究方向。
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| 关 键 词： | 品牌个性 消费者感知价值 个性维度 关系 |
| 文章编号： | 1672-3988（2007）02-0024-05 |
| 收稿时间： | 2006-12-01 |
| 修稿时间： | 2006-12-01 |
Study of brand personality and the dimensions of its structure |
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| Yu Kefa. Study of brand personality and the dimensions of its structure[J]. Journal of Shanghai Economic Management College, 2007, 5(2): 24-28 |
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| Authors: | Yu Kefa |
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| Affiliation: | Yu Kefa ( Jiangxi University of Finance and Economics, Nanchang, 330013 ) |
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| Abstract: | Brand personality is the important foundation to the relationship between customers and brand,and is becoming an essential part of brand asset.Recently,it became the heat topic in the field of marketing research.The paper reviews the important results of researching of brand personality,which including the connotation of brand personality,the value of brand personality based on the customer perceived,the dimensions of brand personality's structure,the relationship between the brand personality and customer personality,and so on.Based on the analysis result,the paper,at last,provides the future orientation of study about brand personality. |
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| Keywords: | brand personality customer perceived value dimension of personality relationship |
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