CONSISTENCY BETWEEN CONSUMER PERSONALITY AND BRAND PERSONALITY INFLUENCES BRAND ATTACHMENT

被引：15

作者：

Yao, Qing

Chen, Rong ^{[1
]}

Xu, Xiaobing ^{[1
]}

机构：

[1] Tsinghua Univ, Sch Econ & Management, Dept Mkt, Beijing, Peoples R China

来源：

SOCIAL BEHAVIOR AND PERSONALITY | 2015年 / 43卷 / 09期

基金：

中国国家自然科学基金;

关键词：

consumer personality; brand personality; brand attachment; emotional brand attachment; SELF; STRENGTH; EQUITY; LIFE;

D O I：

10.2224/sbp.2015.43.9.1419

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

We investigated the impact of consistency between consumer personality and brand personality on emotional brand attachment. Participants were 200 undergraduate students at Tsinghua University and we used leading brands in the product category of mobile phone as the survey's stimuli. The results of a structural equation model suggested that consistency in the personality dimensions of sincere, cool, and young had a significant positive impact on the participants' brand attachment compared with consistency in the dimensions of simple, sensitive, reliable, and competent. The results provide strong support for the hypothesis that people feel emotionally attached to brands that match their personality or reflect who they believe they are. We also discuss important theoretical and practical implications of these findings.

引用

页码：1419 / 1428

页数：10

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