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 contribution||A Study of Relationship between Human Personality and Brand Personality: Sports Shoes as an Example|
|Original language||Chinese (Traditional)|
|Number of pages||16|
|Publication status||Published - 2004|
- Brand Personality
- Human Personality
- Cluster Analysis