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本研究运用心理学中兴起的“九型人格模型”补充制作了一个动态的品牌个性量表。本研究从Riso and Hudson的RHETI九型人格量表中提炼出相关因子,通过量化分析对46种知名品牌的个性进行了定位。并通过一个开放性的实验验证了该量表的有效性。研究结果表明:消费者感知的品牌个性并非是一种或一类特质,而是一个核心个性带着一个或两个关联的个性,这与九型人格的动态人格模型是吻合的。本研究从个性关联的动态视角探索性开发的品牌个性量表是对品牌个性理论的有益补充,为后续研究消费者与品牌个性的关系即消费者如何选择与自己个性不同的品牌提供了测量工具。
In this study, a dynamic brand personality scale was supplemented with the “nine personality model” emerging in psychology. In this study, Riso and Hudson’s RHETI nine personality scales were extracted from the relevant factors, through quantitative analysis of 46 well-known brand personality positioning. The validity of this scale was verified by an open experiment. The results show that the brand personality perceived by consumers is not one or a kind of trait, but a core personality with one or two related personality, which is consistent with the dynamic personality model of nine personality types. This research explores the brand personality scale developed from the dynamic perspective of personality relevance is a useful complement to the brand personality theory, which provides a measurement tool for the follow-up study on the relationship between consumers and brand personality, ie, how consumers choose brands different from their own personality .