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品牌个性维度在跨文化环境下具有显著差异性已被证实。本文在此基础上研究国内区域间品牌个性维度差异性及其与品牌市场表现的关系。首先运用探索性因子分析方法测量消费者偏好的品牌个性维度构成,然后利用方差分析法和t检验检测每个品牌个性维度的区域差异显著性。某品牌的实证分析结果表明不同区域消费者偏好的品牌个性维度存在显著性差异,主要体现在对品牌功能价值需求和情感价值需求的平衡上,并且品牌个性在符合消费者偏好时可促进该区域内的品牌业绩。
Brand personality dimension has significant differences in cross-cultural environment has been confirmed. Based on this, this article studies the differences between the personality dimensions of the inter-regional brands and their relationship with the performance of the brand market. Firstly, exploratory factor analysis was used to measure the brand personality dimension of consumer preference, then the variance analysis and t-test were used to test the significance of regional differences of each brand personality dimension. The result of empirical analysis of a certain brand shows that there are significant differences in brand personality among consumers in different regions, which is mainly reflected in the balance between the functional value needs and the emotional value demands of the brand, and the brand personality can promote the region in conformity with consumer preferences Within the brand performance.