司质化电子消费品品牌个性认知差异的决定性维度研究——一项来自手机行业的实证分析

在产品高度同质化阶段，通过因子分析，发现消费者对手机等消费类电子产品品牌个性的认知仍符合品牌个性“大五”模型，手机品牌个性维度结构可概括为：时尚浪漫、结实粗犷、称职可靠、纯真朴实、积极活泼。但通过采用二分类非条件logistic回归分析（binary logistic regression），对各因子对品牌个性总体差异认知的影响进行实证研究，得出结论为：在电子消费类产品同质化程度较高的现阶段，只有时尚浪漫、积极活泼维度对品牌个性总体认知差异产生影响。

A Study on Key Dimensions of Electronic Products on the Cognition of Brand Personality： A Case Study on Mobile Telephone Industry

consumers＇ cognition ,on the brand personality of electronics product, is conformed to the ＂Big Five＂ model of brand personality, the author included the personality of mobile telephone as five dimensions, that is, fad and romantic, solid and ruggedness, competence and reliability, sincerity and simplify, active and lively. Then, the author did an empirical study about the effect of dimensions on the cognition of mobile telephone＇s brand personality, and took an inclusion that only the factors of fad and romantic, active and lively can play a role on the effect of the cognition about brand personality.