DOES PERSONALITY INFLUENCE BRAND IMAGE

被引：29
|
作者：
SHANK, MD
LANGMEYER, L
机构：
[1] Department of Management and Marketing, Northern Kentucky University
来源：
JOURNAL OF PSYCHOLOGY | 1994年 / 128卷 / 02期
关键词：
D O I：
10.1080/00223980.1994.9712719
中图分类号：
B84 [心理学];
学科分类号：
04 ; 0402 ;
摘要：
Consumer psychologists have attempted to relate purchase behavior, media choice, innovation, segmentation, and a wide variety of other marketing variables to consumer personality. Results of these studies have been mixed with most studies demonstrating a weak relationship between consumer personality and market behavior. The purpose of the present study was to explore the relationship between human personality using the Myers-Briggs Type Indicator and product personality. To date, the MBTI has not been applied in the marketing/consumer behavior discipline. The results of this study provide minimal support for using information on consumer personality as a strategic marketing tool.
引用
收藏
页码：157 / 164
页数：8
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