The Impact Of Brand Pesonality Dimension On Brand Attitude

Abstract:Since 1997 Aaker.Jennifer has gotten an broad and scientific brand personality scale by lexics at the firsrt time,scholars in the world have also begun to conduct the same research in different cultural background.However,these studies limited to basic research about brand personality,research on relationship between brand personality and other variables is difficult to find in the literature. In this research,first we develop a brand personality scale in the chinese culture background ; then we study the relationship between brand personality and brand attitude,especially focusing on the different brand concept(fonctional brand, symbol brand and experiential brand).In this research ,we choose a sample of respondent frome Universities, Enterprises and government institutions.Expore factor analysis found a four dimensions of brand personality scale, they are fashion and elegant,mature and wisdom, Simple and cost-effective,happy. Through confirmatory factor analysis examined the four dimensions of brand personality scale validity.We used the brand personality scale to carry out a survey between brand personality and brand attitude. Stepwise regression analysis demonstrated fashion and elegant dimension,mature and wisdom dimension, Simple and cost-effective dismension have an positive effect on brand attitude;the dimensions of fashion and elegant dimension,mature and wisdom dimension were found to be positively related with brand attitude when brand have a function brand concept;the dimension of fashion and elegant was found to have a strong relationship with brand attitude.when brand have an symbol brand concept; the dimension of happy have positively associated with brand attitude when the brand have a experiential brand.