品牌个性吸引力研究

大量文献研究表明,产品具有良好的品牌个性大有裨益,比如能强化消费者的品牌态度和购买意向,促成更高水平的消费者信任和忠诚。然而现有的研究尚未充分评估品牌个性对消费者产生的吸引力。而正是这种吸引力能够影响目标消费者的购买决策。本文为评估消费者对品牌个性吸引力感知进行了概念化,提出了品牌个性吸引力的三个维度。

Study on the Brand Personality Appeal

Extensive literature study showed that the product benefits a lot from a good brand personality,such as enhanced consumer＇s brand attitudes and purchase intentions,higher levels of consumer trust and loyalty.However,existing studies have yet to fully assess the perceived appeal of brand personality to consumers.It is the appeal that influences the target consumer＇s purchase decision.In this paper,the appeal of brand personality to consumer is conceptualized and three dimensions of brand personality appeal are proposed.