消费者自我概念结构维度对品牌个性的相对影响力研究

An Empirical Study on the Relative Effects of Consumers’Self-concept Dimensions on Brand Personality

文章实证调查了消费者自我概念结构维度对品牌个性的相对影响力。问卷调查数据分析显示,在三个被研究的自我概念维度中,实际的自我概念对品牌个性具有最显著的积极影响;社会的自我概念对品牌个性也具有显著的积极影响。而理想的自我概念对品牌个性的影响未获统计学意义上的支持。另外,文章也获得品牌个性显著影响消费者品牌购买和品牌口传意图的实验证据,这些研究结果能够为实施基于消费者自我概念的品牌个性战略提供启示。

This paper empirically investigates the relative effects of consumers＇ self-concept dimensions on brand personality. Analysis of the data collected from a sample of respondents using a questionnaire reveals that among the three self-concept dimensions studied, actual self-concept was found to affect brand personality most strongly. The dimension of social self-concept was also found to significantly affect brand personality. The dimension of ideal self-concept, however, was not found to significantly affect brand personality. In addition, the empirical evidence is found that brand personality positively affects customers＇ behavior intentions involving purchase and positive WOM. These results highlight the effective strategies for building brand personality based on consumers＇ self concept.