As the core element of the brand,brand personality is closely related to the personality of tourists.Unique and distinctive brand personality has become an important means for tourism destinations to enhance their cor...As the core element of the brand,brand personality is closely related to the personality of tourists.Unique and distinctive brand personality has become an important means for tourism destinations to enhance their core competitiveness.Through text analysis,the content of the online review content of three coastal tourist destinations in Yalong Bay,Silver Beach,and Gulangyu Islet were analyzed.The brand personality of coastal tourist destinations was identified from the perspective of tourist perception,and the selected 3 coastal tourist destinations were identified by correspondence analysis.Comparative analysis on a case-by-case basis.The research results show that the brand personality of coastal tourism destinations perceived by tourists is mainly concentrated in the two dimensions of“elegance”and“benevolence”,but different coastal tourism destinations have their own distinct and unique brand personalities.On this basis,directional suggestions for the development of brand personality in coastal tourism destinations are given.展开更多
Music in advertising plays a crucial role in making the audience feel beyond the multi-level visual experience.The intrinsic link between brand publicity and advertising music has long been a puzzle.This paper discuss...Music in advertising plays a crucial role in making the audience feel beyond the multi-level visual experience.The intrinsic link between brand publicity and advertising music has long been a puzzle.This paper discusses the impact of the consistency between the emotional characteristics of music and brand personality on brand experience and expands the discussion to brand experience under market competition.We use the examples of Canon and Apple for our study.The results shows that:(1)the higher the degree of consistency between the emotional experience from music and brand personality,the greater the positive effect on brand experience;(2)this positive effect is not as significant for functional brands as it is for representative brands;(3)the consistency between the emotional experience from music and brand personality has a greater impact on brand experience for representative brands than functional brands.The results provide practical guidance for branding campaigns.展开更多
文摘As the core element of the brand,brand personality is closely related to the personality of tourists.Unique and distinctive brand personality has become an important means for tourism destinations to enhance their core competitiveness.Through text analysis,the content of the online review content of three coastal tourist destinations in Yalong Bay,Silver Beach,and Gulangyu Islet were analyzed.The brand personality of coastal tourist destinations was identified from the perspective of tourist perception,and the selected 3 coastal tourist destinations were identified by correspondence analysis.Comparative analysis on a case-by-case basis.The research results show that the brand personality of coastal tourism destinations perceived by tourists is mainly concentrated in the two dimensions of“elegance”and“benevolence”,but different coastal tourism destinations have their own distinct and unique brand personalities.On this basis,directional suggestions for the development of brand personality in coastal tourism destinations are given.
基金We acknowledge the financial support from the National Natural Science Foundation of China under[grant number 71172128].
文摘Music in advertising plays a crucial role in making the audience feel beyond the multi-level visual experience.The intrinsic link between brand publicity and advertising music has long been a puzzle.This paper discusses the impact of the consistency between the emotional characteristics of music and brand personality on brand experience and expands the discussion to brand experience under market competition.We use the examples of Canon and Apple for our study.The results shows that:(1)the higher the degree of consistency between the emotional experience from music and brand personality,the greater the positive effect on brand experience;(2)this positive effect is not as significant for functional brands as it is for representative brands;(3)the consistency between the emotional experience from music and brand personality has a greater impact on brand experience for representative brands than functional brands.The results provide practical guidance for branding campaigns.
