The Correlativity Between The Brand Personality Of The Shopping Website And The Brand Attitude

Along with the extensive usage of the Internet technique in world, As the important constitute part of the electronic commerce , The shopping website got the booming development , also it arousing the development of the network marketing, from that time China also enter ages of the network brand .And the core value of the network brand is namely the principle and the character of the brand, so from the angle of the consumer research the relation between the brand personality of the shopping website and the consumer brand attitude, for setting up the harmonious and healthy network economic competition environment, for the construction and development of the network brand ,it has the instruction and reality meaning.Setting out from the research background of the electronic commerce shopping website and the brand and the brand character, from the angle of the consumer cognition, This text researched the related relation of the brand character of the shopping website and the consumer's brand attitude. The course of the formation of the consumer's attitude contains"cognition——sentiment——conation", And according to David Asker's brand asset mode , the source of the brand asset is from four fact that include the famous degree of the brand ,the quality cognizance, the association of the brand and the faithfulness degree of the brand ,the research told us that the four facts have the strong corresponding relation with the cognition , sentiment and conation separately, so the brand personality contains the component of cognition and sentiment. According to Keller's brand theories, the measurement of the brand association can be carried on with the intensity of the brand association , the special degree of the brand association and the recognition degree of the brand association, but the brand personality is one category type of the brand association , so also the measurement of the brand character can use the three dimensions. It contains the cognition strength of the brand ,the specialties degree of the brand and the recognition degree of the brand, in addition it also contains the famous degree of the brand that is the basic cognition to the brand。through the research of the relation among the five change quantity , it established the substantial evidence research frame of this text, with the formation system of the consumer's attitude and the brand theories of the David Aaker and Keller brand theory that as the theories research basis of this research.