人格特質與品牌個性關係之研究:以運動鞋産品爲例

Translated title of the contribution: A Study of Relationship between Human Personality and Brand Personality: Sports Shoes as an Example

周 世玉(Shih-Yu Chou), 陳 麒文(Chi-Wen Chen), 張 為詩(Wei-Shih Chang)

Research output: Contribution to journalArticlepeer-review

Abstract

In this study, based on Aaker's brand personality measurements and Goldberg's personality self-evaluation measurements, we develop a questionnaire to investigate college students' personality and brand personality preference toward sports shoes. The population under investigation consists of all students at a university in middle Taiwan. According to the cluster analysis results, we classify personality types of the investigated population into three categories and sports shoes brand types into four groups respectively. After a series of hypotheses tests, we find that the students' personality type and brand personality preference are significantly correlated. The results also indicate that students' personality type and brand personality type significantly influence the extent that brand type personality affects buying decisions.
Translated title of the contributionA Study of Relationship between Human Personality and Brand Personality: Sports Shoes as an Example
Original languageChinese (Traditional)
Pages (from-to)1-16
Number of pages16
Journal中華管理學報
Issue number3
Publication statusPublished - 2004

Keywords

  • Brand Personality
  • Human Personality
  • Cluster Analysis

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