品牌个性与消费者自我概念的一致性及其对品牌忠诚的影响

The Influence of the Congruence of Consumer Self-Concept and Brand Personality on Consumer Brand Preference

品牌个性与消费者自概念的一致性是指消费者在进行品牌选择时,倾向于选择那些品牌个性与其自我概念一致的品牌。品牌个性与自我概念的一致性对消费者的品牌忠诚具有积极的影响。许多研究都证实了这一点。本文主要对品牌个性与消费者自我概念的一致性对品牌偏好的影响做了简要的概述,对并对其未来研究方向进行了展望。

The congruence of consumer self-concept and brand personality means when the consumer choose brands, they are inclined to choose those which brand personality congruent with their self-concept. It has positive effect on consumer brand preference. Many research have confirmed this opinion. This article first briefly summarized the influence of the congruence of consumer self-concept and brand personality on consumer preference, and then predicted its future.