品牌个性对品牌态度和购买意向的影响研究:中外品牌的跨行业比较

The Effect of Brand Personality on Purchase Intention: A Comparison across Different Industries and between Local and International Brands

本文考察了品牌个性对消费者购买意向的主效应,并且比较了品牌个性维度在不同行业中的影响力以及本土品牌和国际品牌在品牌个性评分上的差异。结果显示,品牌个性对购买意向和品牌态度均具有积极的主效应。更重要的是,品牌个性的不同维度在汽车、运动服装和电子产品三个行业中对购买意向的影响效力存在差异。而且,国际品牌在部分个性维度(如,兴奋和成功)上的表现明显优于本土品牌,而在其他维度(如,真诚和粗犷)上则没有明显优势。

This study investigates the main effect of brand personality on brand attitude and purchase intention and compares the influencing strength of each dimension of brand personality on purchase intention across different industries. In addition, we examine the similarity and difference of brand personality between local brands and international brands. Results indicate that brand personality has positive main effects on both brand attitude and purchase intention. More importantly, different dimensions of brand personality have varying effects on purchase intention in sedan, sport clothing and electronic product industries. In addition, international brands have significant better performance on some dimensions of brand personality （i.e., excitement and success） compared with local ones, while no advantages in other dimensions （i.e., sincerity and ruggedness）.