品牌个性理论研究评述与心理学新思路

Review of Brand Personality and New Idea of Psychology

通过回溯品牌个性理论的相关研究,重点回顾美国学者Jennifer Aaker的品牌个性维度理论,在结合营销实践中的操作问题后,得出的结论是品牌个性理论虽然对消费者与品牌个性之间互动做出准确判断,即"个性相似"或"个性互补",但在个性互补理论之上,则需要进一步研究,才能找出这种"互补"的运作机制。在分析了品牌个性理论的心理学基础之后,尝试用一种研究性格之间关联与互动模式的心理学理论(九型人格)来完善品牌个性理论。在研究九型人格性格与性格之间关联结构后发现消费者对品牌个性的选择,除了"个性相似"与"个性互补",还很可能存在另外一种关系——"性格矛盾"。用九型人格来完善品牌性格理论,可以为品牌个性与消费者个性的"互补"学说找到一个新的研究方向。

This article gives a review of Jennifer Aaker＇s ‘Brand Personality＇theory. The author concludes that Brand personality theory was right on the connection of consumer＇s personality and Brand personality. There do have two type of connections： ‘personality similar＇and‘personality complementary＇.But there are a lot of questions unsolved on‘personality complementary＇.This article is trying to give a new path to solve these questions. We introduce a new personality theory—‘Enneagram＇,which research the inner connection of different personality types.We are trying to use this new theory to anticipate people＇s behavior and motivation which were connect with‘brand personality＇.