碩士 / 國立臺灣大學 / 國際企業學研究所 / 105 / Brand personality is set of description to evaluate the personality of brands based on the theory of personality trait(Aaker, 1997; Geuens, Weijters, & De Wulf, 2009), Which consists of sinceriy, excitement, competence, sophistication, ruggedness.
This thesis uses five fragrance brands include Dior, Bvlgari, Jo Malone, Chanel and Victoria’s Secret as the research objects, to find out the relationship among brand personality, Consumer Involvement and Lifestyle.
Using questionnaire to know about consumers’ attitudes toward brand personality, preference toward different brands and their characteristics. From March 29th to May 20th of 2016, 218 questionnaires have been done and 202 of them are effective. Effective rate is 91.74%.
To find out the brand personality of five brands, I use factor analysis and correspondence analysis to draw the perceptual map of brand personality and get the characteristics of consumers via binary logistic regression. Following are the results of this thesis:
1. Sincerity and sophistication of brand personality have positive correlation with independence of consumers’ characteristics.
2. Competence of brand personality has negative correlation with independence of consumers’ characteristics.
3. Competence of brand personality has positive correlation with brand involvement and recreational attitude of consumers’ characteristics.
4. Ruggedness of brand personality has negative correlation with product involvement of consumers’ characteristics.
| Identifer | oai:union.ndltd.org:TW/105NTU05320024 |
| Date | January 2016 |
| Creators | Yan-Ni Ye, 葉彥妮 |
| Contributors | 任立中 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 63 |
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