消费者人格对品牌认知的影响研究  

The Influence of Customers' Personality on Brand Knowledge

作　　者：薛可[1] 余明阳[2] 刘春章[2] 

机构地区：[1]上海交通大学媒体与设计学院,上海200030 [2]上海交通大学安泰经济与管理学院,上海200030

出　　处：《天津师范大学学报（社会科学版）》2007年第5期30-33,63,共5页Journal of Tianjin Normal University(Social Science)

基　　金：广东省人文社会科学课题重点项目(04JDXM86002)

摘　　要：消费者人格对品牌认知的影响表现为三方面的变量:一是人格特征,用人格的五大维度来量化;二是表征品牌联想的品牌个性,用Jennifer Aaker的品牌个性五大维度来刻画;三是品牌的品质认知,用消费者对品牌的了解程度来表现。The paper studies the impact of consumers＇ personality on brand knowledge. We consider three aspects variable, one is personality character, which is quantified by five dimensions of personality character, another is brand personality, which is used to present brand association and quantified by five dimensions of brand personality concluded by Jennifer Aaker, the other is perceived quality, which is quantified by the knowledge level of customer on the brand. We conclude a relative perfect result by correlation and partial correlation analysis.

关 键 词：消费者人格 品牌认知 品牌联想 品质认知 

分 类 号：F713.50[经济管理—市场营销]