| As the significance of brand personality plays an more and more important role in the market competition, the dimension has been used as a vital tool of brand researches in different industries or products frequently. There is no way but dimension could explain the characteristics and use it to measure the brands'personalities. Therefore, a number of dimensions of brand personality with vivid content on different fields have come forth. To the field of fashion, due to the particularity of the products-clothes, they can express personalities of persons and build the relationship with consumers tightly. So the personality of fashion brands has more special meanings. However, the brand personality dimensions existing are no longer suit to the fashion brands, then the dissertation aimed to build a dimension of fashion brand personality which can explain the types and characteristics of fashion brand personality. During the process, based on the brand personality dimension which was developed by Aaker in 1997, there are data from experts interviewing and large-scale random sample, using the theories of the mean and correlativity, modifying by factor analyse, there are 5 dimensions which are named"sincerity""exciting""competence""sophistication""ruggedness". In the end, making use of the dimension to anaylse the fashion brands'personality in China. |
PDF Full Text Request