基于品牌个性及品牌认同的品牌资产驱动模型研究

A Brand Equity Driving Model Based on Brand Personality and Brand Identification

本研究构建了一个基于品牌个性和品牌认同感的品牌资产驱动结构模型,通过实证分析发现：品牌个性五个维度中的“仁、智、勇”对消费者个体品牌认同感和社会品牌认同感均有显著影响效应,而“乐、雅”虽对个体品牌认同感具有显著影响效应,但其对社会品牌认同感的效应在统计上并不显著。个体品牌认同和社会品牌认同对态度和行为忠诚都具有明显的影响效应。

In this study, a brand equity model is proposed and tested based on brand personality and brand identification. The results show that all five dimensions of brand personality have prominent influences on personal brand identification, and only three dimensions of brand personality have prominent influences on social brand identification. In addition, both personal and social brand identification have an obvious impact on attitude and behavior loyalty.