国外品牌人格研究述评

被引：11

作者：

王保利

江思恩

孙巍

机构：

[1] 西安理工大学工商管理学院

来源：

心理科学进展 | 2009年 / 17卷 / 05期

关键词：

人格; 品牌人格; 品牌人格维度; “大五”人格理论; 自我概念;

D O I：

暂无

中图分类号：

B849 [应用心理学];

学科分类号：

040203 ;

摘要：

品牌人格是指消费者所感知的品牌所体现出来的一套人格特征。根据国外文献中存在的品牌人格相关研究这条线索,介绍了品牌形象论及品牌形象维度论两个派系关于品牌人格的定义,基于人格类型论和人格特质论两个理论源泉回顾了品牌人格的维度构成,并分别从消费者视角及企业视角归纳分析了品牌人格的影响作用,最后从研究内容、研究方法及理论借鉴三个方面探讨了现有研究的不足,并展望了品牌人格的研究趋势。

引用

页码：1033 / 1040

页数：8

共 12 条

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