品牌个性维度的本土化研究

Dimensions of Brand Personality in China

品牌个性维度一直是营销理论研究和营销实践领域中的一个热点课题。Jenniffer Aaker于1997年首次系统地发展了基于美国的品牌个性维度及量表,日本和西班牙的品牌个性维度及量表也相继诞生。然而,中国的本土化品牌个性维度及量表却仍然是一个空白。本文首先采用了西方的词汇法、因子分析和特质论作为方法论基础,以来自中文语言、中国的品牌为内容,经中国消费者的实证研究发展出中国的品牌个性维度及量表,并从中国传统文化角度阐释了中国的品牌个性维度——“仁、智、勇、乐、雅”。然后本文对中国的品牌个性维度与美国、日本的品牌个性维度进行了跨文化比较研究。

The dimension of brand personality has long been a hot topicsince the presence of the concept. In 1997, Jenniffer Aaker developed theAmerican-based dimensions of brand personality systematically for the firsttime. Then, the Japanese-based and the Spanish-based followed. However,the Chinese-based dimension of brand personality is still unavailable so far.This paper aims to conduct an indigenous study for Chinese-based dimension& scale of brand personality and thus, provides a systematic understandingfor brand personality in China. First, an empirical study from China isundertaken in line with the westernized methodology of vocabulary study,factor analysis and traits theory, with the Chinese words and brands in Chinaas stimulus materials, resulting in a five-dimension model for brandpersonality in China, namely, Benevolence, Wisdom, Courage, Happiness& Elegance. Furthermore, a cross-cultural comparison is made to identifythe distinctiveness & uniqueness of the dimensions of brand personality underthe circumstance of Chinese culture.