品牌對消費者的影響文獻(xiàn)翻譯

1、 畢業(yè)論文：外文翻譯學(xué)生姓名： 定稿時間：2012-03-15畢業(yè)論文（設(shè)計）外文翻譯 題目：系 別：專 業(yè)：班 級：學(xué) 號：學(xué)生姓名：指導(dǎo)教師：二一二 年 三 月外文翻譯之一The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification作者：CHUNG K.KIM1; DONGCHUL HAN ;SEUNG-BAE PARK國籍：Korea出處：Japanese Psychological ResearchAbstra

2、ct: This study investigated the effect of brand personality on brand asset management by using the concept of consumers identification with a brand. The focus was on one important type of high-technology product, the cellular phone. The authors develop a conceptual framework to explain the effect of

3、 brand identification on brand loyalty. The important variables of this framework include the attractiveness of the brand personality, the distinctiveness of the brand personality, the self-expressive value of the brand personality, positive word-of-mouth reports of the brand, and brand loyalty. The

4、 empirical results indicated that there are positive relationships between attractiveness, distinctiveness, and self-expressive value of brand personality. These relationships had a statistically significant effect on consumers identification with a brand. Furthermore, brand identification had a dir

5、ect effect on word-of-mouth reports and an indirect effect on brand loyalty. The theoretical and managerial implications of the empirical results are presented, and suggestions are made regarding both the limitations of the present study and future directions for research.Key words: brand personalit

6、y, word-of-mouth reports, brand loyalty, social identification, self-expression. Research background and objectives Many companies are trying to get target customers attention by creating a distinctive brand image for their products. In the United States, promotion of General Motors Chevrolet truck

7、emphasized the image of“Like a rock,” and that of Canons EOS Rebel X camera emphasized the image of independence ,dynamism, and brilliance through the tennis player Andre Agassi. These kinds of human characteristics associated with a brand are called “brand personality.” The importance of brand pers

8、onality to consumers brand loyalty and repurchasingbehavior has not been widely acknowledged. Only a few researchers, such as Plummer (1985)and David Aaker(1996),have pointed out the importance of brand personality in building competitive advantage and brand loyalty. In short, the issues of why and

9、how brand personalities affect consumers brand loyalty have not been addressed. The study reported here borrowed the methodology developed by Aaker(1997)to measure some dimensions of brand personality. This paper presents a theoretical framework for understanding anyeffects of brand personality on b

10、rand asset management. The paper also specifies consumers behaviors in respect of word-of-mouth reports about a brand, and brand loyalty. The specific research objectives of this study were as follows. First, it examined the existence of brand personality in the cellular phone market in Korea. Furth

11、ermore, the research showed that the self-expressive value and distinctiveness of the brand influence the attractiveness of a brand personality. Second, this study investigated any possible linkage between brand and consumer through the social identification theory developed in social psychology. Th

12、e concept of social identification relates to a persons sense of belonging to a certain group or organization(Bhattacharya, Rao,&Glynn,1995;Mael&Ashforth,1992). Third, this study examined the effect of brand identification on brand loyalty and positive word-of-mouth reports about the brand.

13、The major research subjects of our paper are as follows: 1.With what kinds of brand personalities do consumers in Korea associate their cellular phones?2.How does brand personality affect brand loyalty?The latter is broken down into three parts:1.Which aspects of brand personalities are connected to

14、 a brands attractiveness, self-expressive value, and distinctiveness?2.Does the attractiveness of brand personality positively affect the level of brandidentification?3.Does brand identification have a positive effect on the level of brand loyalty andword-of-mouth reports? This study will be of inte

15、rest both to businesses and academically. In the businessworld, it is expected that the results of studies like the present one will be used to develop strategies for corporate advertising and store design. Furthermore, it will help our understanding of how brand personality may be used to enhance c

16、ustomers self-expression and product differentiation. Academically, studies about brand personality have progressed to identifying dimensions of brand personality. Beyond such identification, this study, within the framework of social identification, examines how brand personality affects brand loya

17、lty.Literature review and hypothesesStudies of brand personalityHow human personality affects various aspects of consumer behavior has been widely studied, but studies of brand personality began only recently. Plummer(1985)studied how brand personality affects consumers choice of a soft drink with a

18、 distinctive brand image in the United States. Aaker(1996) summarized the role of brand personality in building up brand power, and pointed out the importance of and the need for empirical research. Aaker(1997),after realizing the need for further empirical research, developed a new measurement scal

19、e for measuring brandpersonality along five dimensions, extracted from her research. These five dimensions were sincerity, excitement, competence, sophistication, and ruggedness.In social psychology, social identification means that a person identifies him/herself as a member of a society. An expres

20、sion of identification with an organization is treated as a special type of social identification(Bhattacharya et al.,1995;Hogg&Abrams,1988;Lau,1989;Mael&Ashforth,1992). Social identification implies the sense of belonging to certain groups or organizations(Ashforth&Mael,1989;Hogg,Hardie

21、,&Reyrolds,1995). Fournier(1998) has studied how consumers identify themselveswith brands by using idiographic analysis. Studies of organizational identification may be divided in two. First, there is a group of studies on the antecedents of identification. Second, there is a group of studies on

22、 the effect of group identification. However, all these studies investigatedorganizational identification, not brand identification. In the papers cited above, studies of the relationship between consumer and brand(i.e., consumers identification with a brand)were suggested as a likely next research

23、topic.Research hypotheses This study was designed to test the inter-relationships between six constructs. The constructs have been categorized into two groups. The first group(antecedent variables)comprises the self-expressive value and distinctiveness of brand personality. The second group(outcome

24、variables)comprises attractiveness of brand personality, brand identification, positive word-of-mouth reports, and brand loyalty. The main focus in this study was on brand identification. First, self-concept, self-consistency, and self-continuity are interrelated. The brand will be perceived as attr

25、active when it helps a person to express him/herself, and when the person identifies with the brand(Belk,1988). Aaker(1999)argued that a brand is used for self-expression and to reflect self-concept. When expressed properly, brand personality positively affects a consumers attitude to the brand. Bas

26、ed on the literature review, it is expected that the greater are the self-expressive value and the distinctiveness of the brand personality,the more the brand personality will appeal. Therefore, we have the following hypotheses:1.The greater the self-expressive value and the distinctiveness of brand

27、 personality are, the greater will be the attractiveness of the brand personality.2.The greater the attractiveness of the brand personality is, the more consumers will identify with that brand.Second, we expect that the more consumers identify with the brand, the more will be their word-of-mouth rep

28、orts and brand loyalty. Some research results regarding the outcome variables of identification show that the more an organizations members identify with the organization, the more they agree with its norms and cooperate with it. Therefore, we conclude that brand identification will positively affec

29、t brand loyalty and word-of-mouth reports. Therefore, we have the following additional hypothesis.3.The more consumers identify with a brand, the more will be the consumers word-of-mouth reports and brand loyalty.MethodSample and data collection Since this research dealt with the effect of brand ide

30、ntification on consumer behavior, any product could be the object of study as long as consumers carried a sense of brand identification in relation to it. The cellular phone was chosen as the target product for this empirical study. When the data were collected in late 1999,five companies were compe

31、ting for the market of cellular phones in Korea. First, a questionnaire was devised and a short pretest conducted; the questionnaire was then revised based on the results of the pretest. Second,180 of the revised questionnaires were distributed to university students in Seoul, Korea. Of the 150 that

32、 were returned (a response rate of approximately 83%),130 were entered in the final data analysis(20 incomplete questionnaires were omitted).Measures Most of the major variables in this study were measured using multi-item five-point or seven-point scales developed and validated by previous research

33、. Some appropriate modifications were made to the items. 1.Forty-two dimensions of brand personality were measured with the Brand Personality Scale(BPS),developed by Aaker(1997). The BPS employs a five-point Likert scale(1 being “strongly agree,”5“strongly disagree”).2.Brand identification was measu

34、red on a six-item, seven-point Likert scale(1 being“strongly disagree,”7“strongly agree”), originally developed by Mael and Ashforth(1992).3.Brand loyalty was measured on a four-item scale developed by Aaker(1996)and Ratchford(1987)and modified by Kim(1998).This scale comprised a seven-point Likert

35、scale(1 being “strongly disagree,”7“strongly agree”).4.Word-of-mouth report behavior was measured on a three-item, seven-pointLikert scale, based on that used in the study by File, Judd, and Prince(1992).5.The scale for the self-expressive value of brand personality was based on previousstudies by t

36、he authors. It comprised three items rated on a seven-point scale:“The brand helps me to express myself,”“The brand reflects my personality,” and “The brand enhances myself.”6.The scale for attractiveness of brand personality was also based on the authorsprevious studies and comprised three items ra

37、ted on a seven-point scale:“It is attractive,”“It is favorable,” and “It is distinctive.”7.The distinctiveness of the brand personality was measured by another group ofthree items which compared different products on a seven-point scale: closelyrelated vs. not related; completely similar vs. differe

38、nt; and many common featuresvs. few common features.ResultsIn order to test the hypotheses, the structural modeling method called LISREL was used. We found several interesting and important results in relation to the hypotheses. Before we present the main results, however, we show an initial analysi

39、s procedure and some findings regarding the dimensions of brand personality. We also present the reliability and validity of the measures used in the main analysis.Analyzing the dimensions of brand personalityAn exploratory factor analysis was done on the 42 items of brand personality with a varimax

40、 rotation. During the factor analysis, six variables that were not related to any factor(i.e., down-to-earth, family-oriented, real, independent, cool, cheerful) were excluded, and a total of five factors were extracted from remaining 36 items. The factors were named“Sincerity,”“Excitement,”“Compete

41、nce,“Sophistication,” and “Ruggedness.”Reliability and validity of the measures First, the Cronbachs alphas were determined in order to test the reliability of the variables. The results indicated that the measures of the key variables were generallyreliable. Second, in order to test the validity of

42、 the measures, the data were analyzed usingLISREL VIII(Joreskog&Sorbom,1993).A confirmatory factor analysis was performedaccording to the method of Bagozzi(1980). The overall match for the measurement model regarding the attractiveness of brand personality, brand identification, word-of-mouth re

43、ports, and brand loyalty was within acceptable levels (2=102.59,p=.05).The result of the confirmatory factor analysis for five measures of the two antecedent constructs is shown in Table 4.The overall fit for the measurement model according to the self-expressive value of brand personality and the d

44、istinctiveness of brand personality was also within acceptable levels(2=28.02,p=.05).Results of hypothesis testing and implicationsThe test result of the measurement model for this study was positive. The correlation analysis was done on the data in order to identify the directions of relationships

45、among the variables measured.Before hypothesis testing, a separate test was done to identify whether the self-expressive value of brand personality and the distinctiveness of brand personality were related to the level of brand identification without the attractiveness of brand personality(alternati

46、ve model).Indices for the overall fit for this alternative model were GFI(.83),AGFI(.77),RMSR(.08),NFI(.81),CFI(.89);2=262.38,df=125,p=.00.The various indices for the overall fit of the research model(shown in Figure 1)were GFI(.82),AGFI(.76),RMSR(.89),NFI(.80),CFI(.88);2=275.04,df=127,p=.00.Thediff

47、erence between the research model and the alternative model was not significant(2=12.66,df=2).The relationships between variables and path coefficients of the structural model are presented .The self-expressive value of the brand personality had a significant effect on the attractiveness of the bran

48、d personality(11=.84,t=6.17).The distinctiveness of the brand personality had a significant effect on the attractiveness of the brand personality(21=.21,t=2.31),but the effect was weaker than that of self-expressive value. Therefore, these results support hypothesis 1(the higher the self-expressive

49、value of the brand personality and the higher the distinctiveness of the brand personality are, the more attractive will be the brand personality). Furthermore, the attractiveness of the brand personality had a significant effect on the level of brand identification(21=.56,t=4.61).Therefore, hypothe

50、sis 2(the more attractive the brand personality is, the higher the level of brand identification will be)is also supported. The degree of brand identification positively affected word-of-mouth reports(32=.38,t=3.00),but it did not significantly affect the level of brand loyalty(42=.11.t=0.88).Theref

51、ore, hypothesis 3(the higher the consumers identification with brand is, the higher the consumers word-of-mouth reports andbrand loyalty will be)is only partly supported. Finally, the attractiveness of the brandpersonality significantly affected positive word-of-mouth reports, but it did not signifi

52、cantly affect brand loyalty(31=.33,t=2.64,41=.14,t=1.16).Discussion and conclusionSummary of results Most of the hypotheses were supported by the test results. The confirmation of the first hypothesis(the higher the self-expressive value of the brand personality and the higher the distinctiveness of

53、 brand personality, the higher consumers will evaluate the attractiveness of the brand personality)shows that there is a positive relationship between customer and brand. Second, it turns out that the brand identification has a positive effect on word-of-mouth reports, but it does not have a signifi

54、cant direct effect on brand loyalty. But, since word-of-mouth reports significantly affect brand loyalty and since brand identification significantly affects word-of-mouth reports, it can be saidthat brand identification has an indirect effect on brand loyalty through positive word-of-mouth reports.

55、 Similarly, the attractiveness of the brand personality directly affects positive word-of-mouth reports and indirectly affects brand loyalty.Implications for marketing strategies Some strategic implications of this empirical study are as follows. First, it is necessary for firms to develop efficient

56、 communication methods in order to launch a distinctive and attractive brand personality. Communication plays a vital role in creating and maintaining brand personality. Therefore, the effective use of brand personality(uniquely and in such a way that the brand helps people enhancetheir self-express

57、ion)can increase brand loyalty and word-of-mouth reports. Usuallybrand personality is created by various activities such as marketing communicationsales promotion, social contribution, and public relations. Therefore, brand personality is not easily created, but once created it tends to have a long

58、life. The results of this study have an important theoretical implication, concerning the relationship between brand and consumer. Unlike previous research, this study tested possible relationships between the self-expressive value of brand personality, distinctiveness of brand personality, and attractiveness of brand personality.Most of these relationships are supported by the current data. In short, careful managementof brand personality helps c