品牌个性、消费者真实自我与品牌态度

Brand Personality ,Consumer Actual Self-concept and Brand Attitude

基于FCB Grid模型视角,运用实证分析的方法研究品牌个性与消费者真实自我对品牌态度的影响。研究发现,高涉入度/认知型和高涉入度/情感型品牌的品牌个性与真实自我概念一致的群体比不一致的群体具有更高的品牌态度,在此类品牌的塑造上考虑注入品牌个性的五个维度中的"智"和"雅"的个性特征,低涉入度/认知品牌未显示出显著的品牌个性,低涉入度/情感型品牌的一致群体与不一致群体均显示出显著的品牌个性。

This article uses empirical analysis to study the influence of the consistency between brand personality and consumer actual self - concept upon the brand attitude based on FCB Grid model. The research discovers that the groups whose actual self - concept are consistent with the brand personality of high involvement/thinking brand and high involvement/feeling brand have higher brand attitudes than the inconsistent groups. When building this kind of brand, we should pay attention to ＂wisdom＂ and ＂elegance＂, which are involved in the five - dimension model for brand personality- benevolence; the low involvement/thinking brand doesn＇t display distinct brand personality. The groups whose actual self - concept is consistent and inconsistent with the brand personality of low involvement/feeling brand all show distinct brand personality.