自我概念与品牌个性匹配研究

A Study on the Relationship between Self-concept and Brand Personality

研究了不同类别商品的品牌个性与消费者不同自我概念之间的联系。研究发现,具有外显性特征的商品其品牌个性与消费者的理想自我具有一定的关联,而具有内隐消费特征的商品其品牌个性与消费者的现实自我具有一定的关联。因此,企业不仅要深刻认识品牌个性塑造的重要性,还要将品牌个性的塑造与消费者的自我概念相结合,对于能够实现消费者不同自我概念的品牌象征意义要进行识别、塑造并强化。

This paper studies the relationships between self - concepts and brand personality among two types of commodities respectively. It shows that the brand personality of a product for symbolic consumption, to a certain degree correlates with a consumer＇s ideal self - concept, and the brand personality of a product for internal consumption, correlates with a consumer＇s realistic self- concept. Therefore, it＇s a process not only for showing their personalities and life style through the brand personalities of the product used, but also an extension of their self - concepts to some extent. The marketers should realize the importance of building the brand personality and com-bine the brand personality with consumers＇ self- concepts that they tend to present.