品牌個性與消費者行為之配適研究－以巧克力產品為例

Abstract

品牌個性能帶來強大而獨特的品牌聯想，豐富品牌的內涵。品牌個性就像人的個性一樣，它是通過品牌傳播賦予品牌的一種心理特徵，是品牌形象的內核，它是特定品牌使用者個性的類化，是其利益關係人心中的情感附加值和特定的生活價值觀。 品牌個性是消費者使用品牌來向自己或別人展現自我的感覺（Belk，1988），消費者會偏好購買自我概念、品牌形象與品牌個性具有一致性的品牌或產品。然而，這樣的假設在實務上的驗證因為對品牌個性架構和它所依賴的心理機制有限的概念理解而有缺陷。 本研究採用Aaker的品牌個性刻度，運用正典相關分析，探討正或負相關程度大的品牌個性和消費者個性，以分析出不同品牌個性定位的巧克力品牌目前主要吸引的消費者俱有何種個性，或者俱有某種突出個性的消費者會選擇俱有何種品牌個性的巧克力品牌，進一步推論如果既有巧克力品牌想要塑造某種品牌個性或者新的巧克力品牌想要定位為某種個性的時候，它們會吸引到俱有什麼樣個性的消費者，這樣個性的消費者俱有何種巧克力屬性的偏好以及選購因素的考慮。最後，結合消費者個性和消費者對本文研究的6個巧克力品牌品牌個性和選購因素兩方面的認知，給予這6個巧克力品牌一些行銷建議。

Brand personality bring about strong and unique brand association,enrich brand connotation. As personality of people, personality of brand is a kind of Psychological characteristic given to brand through brand communication，the core of brand image, apperception of the brand users’ personality, emotional value added of the party interested and specific life values. Brand personality is that consumers using brands to show self-cognition to themselves or others(Belk, 1988). Consumers prefer perchase brands or products that render consistency among self-concept, brand image and brand personality. However, this hypothesis is defective in terms of practical verify because of limited comprehension of brand personality scale and the psychological mechanism it relies on. This study uses Aaker’s brand personality scale and canonical correlation analysis to explore brand personality and consumer personality that have a high positive or negative relevance with each other, to analyze personalities of the consumers that attracted by chocolate brands of diverse personality positioning, or personalities of the brands that chosen by consumers of various significant personalities. Further, this study tries to find out consumers of what personalities chocolate brands will appeal to if they shape a certain type of personality and what are these consumers’ preferences of chocolate attributes and purchase factors they consider. At the end, this study will give these six chocolate brands some advises taking into consideration consumers’ personality and consumers’ cognition of brand personality and purchase factors.