外文翻译
题 目： 品牌个性与消费者自我概念一致性研究
一、外文原文
标题：The Big Five and brand personality: Investigating the impact of consumer personality on preferences towards particular brand personality
原文：
INTRODUCTION
Personality rearch as it relates to marketing is both an enigma and a thorny area of rearch for marketing scholars. A perusal of any basic text in psychology shows that personality rearch has been a cornerstone of psychology since the early 20th century. One of the most widely ud approaches to the study of personality traits is The Big Five model. The model ’ s capacity in helping to explain human behaviour has attracted the inter
est of rearchers from other disciplines, 铺板including sociology, management and marketing. Management scholars have attempted to link employee personality to job satisfaction and leadership. Rearchers in marketing have explored the impact of consumer personality on perception, preferences半个小时英语 and behaviour. The results of studies have, however, been mixed. Although attempts to demonstrate the link between consumer personality and behaviour have not yielded many meaningful results,other methods founded on personal values and demographics have been more efficacious.
In recent decades, personality rearch in marketing has focud on the validity of lf-congruity theory in relation to different types of purcha behaviour and product contexts. The connection between personality and purcha behaviour was first introduced by Dolich, who suggested that consumers prefer to buy products and brands that best reflect their personality. His theory, which lacked empirical support, has generated mixed results in other studies. Some rearchers support the theory, whereas other rearchers found little empirical evidence to confirm the relationship between personality and behaviour.
Although the validity of lf-congruity theory has been extensively rearched, there is a dearth of empirical rearch that address the specific question of whether there is a significant relationship between consumer personality and brand personality. The rearch question is therefore, Do consumers exhibit a preference for brands中国封建社会 that are congruent with their personality? Shank and Langmeyer stated that most personality rearch in marketing focus on the impact of personality on product usage, decision process, brand loyalty, innovative buying behaviour and responsiveness to advertising rather than brand personality per . Moreover, from a methodological perspective, marketing rearchers have been criticid for their tendency to develop their own constructs rather than using established psychological constructs when measuring consumer personality variables.
Although some scholars have strongly supported the validity of lf-congruity theory, empirical support for the relationship between personality and product choice in general is required. The aim of this study was to contribute to the knowledge through an investigation of the relationship between the personality of consumers and their preferenc
e for brands to which they can relate becau of their disposition. Advancing know ledge in this area is of value to marketing academics and practitioners. Rearch in marketing can uncover new facets of consumer behaviour such that managers can align their brand strategies with the needs of their target market. Understanding that brands posss unique characteristics that can be related to The Big Five is an aid to positioning and advertising strategies.
Brand personality
Brand personality is a t of characteristics that describe a brand. Brand managers 我们中国人are interested in promoting a brand personality that attracts consumers ’ attention such that they may form a preference for a brand. Consumer preferences are a pivotal concept in marketing, as they underpin customer choice among alternatives. Blackwell 红酒烩鸡2defines preferences as ‘ attitudes toward one object in relation to another ’ .
A preference may be transformed into a motivation that ultimately finds expression in a specific behaviour. Despite the utility of this concept, it should, however, be noted that co
nsumer preferences alone are not the only factor implicated in a purcha decision. Factors such as price and in-store promotion can moderate a purcha decision despite a consumer’ s preference for a particular brand.
The premi of the rearch reported here is that if stability is a characteristic of personality, then likewi the prentation of a consistent brand image with which consumers are comfortable will promote brand preference, and may contribute to brand loyalty so long as instrumental needs are met. This is esntially 画册模板the argument缺土 stated by Aaker, who stated that
‘ the greater the congruity between the human characteristics that consistently and distinctively describe an individual ’ s actual or ideal lf and tho that describe a brand, the greater the preference for the brand. ’
Aaker and Fournier argued that a brand can function as a character, partner and person. Thus, the premi of the rearch is to examine the extent to which consumers u brand personality as a vehicle to express their personality. Bad on this premi, br
and personality scales ud in this study have been constructed that are reflective of The Big Five Model. This is consistent with the rearch aim, which was to explore the relationship between consumer personality and brand personality. An expectation of the rearch was that each consumer personality dimension would be aligned with at least one brand personality construct. The brand personality scale was constructed by identifying descriptors of traits from The Big Five model that could be attributed to brand. It was found that some elements such as‘ worried ’ and ‘ anxious ’ could not be directly related to brand. Thus, only tho descriptors that were transferable were embedded in the scale. Aaker conducted a study to measure the generalisation of终极面试 The Big Five model across brand, and resolved five different dimensions, which are Sincerity, Excitement, Competence, Sophistication and Ruggedness. Only three of the brand personality dimensions (Sincerity, Excitement and Competence) were, however, found to correlate directly with the personality dimensions (Agreeableness, Extroversion and Conscientiousness).None of them correlated directly with Neuroticism and Openness to Experience. In the rearch reported here,some elements of Aaker ’ s brand personality d
imensions (Friendly, Cool, Reliable) were also ud in the construction of the scales ud to measure brand personality. Table 2 shows tho descriptors that were ud to construct the brand personality scale.
