品牌人格與品牌忠誠(chéng)的關(guān)系研究

1、河南大學(xué)碩士學(xué)位論文品牌人格與品牌忠誠(chéng)的關(guān)系研究姓名：尤斌申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：應(yīng)用心理學(xué)指導(dǎo)教師：李永鑫2011-05IIIAbstract Brand personality is a series of personality characteristics reflected by a brand and perceived by consumers. Brand personality which researched in

2、 the area of marketing field is an intangible asset, and psychology-related empirical research has just begun. Aaker first expanded the brand personality dimension and scale for the United States in 1997, then Japan and

3、Spain’s brand personality dimensions and scales also have been appeared. But, in China the related researches are still in the initial stage, not only related theories but also empirical researches should be strengthened

4、. In the areas of products, there is a increasing demand for commodities, consumers’ goods requirements about individual characteristics began to noticeable. In such an environment, a brand's image, especially its an

5、thropomorphic characteristics have begun to play an important role. Studies have shown that, consumers often be more willing to buy the brand which close to their own personality, this self-consistency for a consumer has

6、 also contributed to the brand loyalty. Based on these, questionaire survey was taken as the main method, statistical techniques such as independent sample T test, variance analysis, correlation analysis, hierarchical re

7、gression analysis were applied for date analysis to explore the brand personality and the relationships between relevant variables. The main conclusions are as follows: Firstly, the research discussed the demographical v

8、ariable’s effects on brand personality. We found that grade had significant effect on sophistication; years used mobile phone had significant effects on competence; gender, age, discipline, living expenses had no signifi

9、cant effects on dimensions of brand personality Secondly, the research discussed the relationship between brand personality and outcome variables. We reach the conclusions as follows: three dimensions which were sincerit