The Relation Between University Students’ Personality,Lifestyle And Brand Personality Cognitive Differences Research

In recent years, with the maturity of the market economy, the phenomenon of product homogeneity becomes much seriously. It is difficult for consumers to select goods from a variety of brands. The business increasing is virtually more competitive. On the other hand, with the improvement of living standards, consumers change their focus from product quality and price and other factors to more emphasis on product uniqueness, taste, personality, and other spiritual things. As a result, in order to win the brand’s competitive advantage, businesses increase the consolidation of quality and hope that they are endowed by their brand’s personality and enrich its content and therefore lead to a unique style of brand. In general, the ultimate goal of business is to win consumer acceptance that resulting a psychological process of buying behavior. In marketing, the brand just like people who have personality that can be measured.In this article, we will investigate that from a view psychological point that different personality traits and lifestyle would have impact on the cognitive of brand personality.The Scale of this study is basis on the well-known American scholar Aakere JennifferL.1997 the Big Five personality model for the formation of Brand Personality Dimensions Scale (BDS) and Huang Shengbing and Lu Taihong (2003) developed the amount of brand personality table filter changes, and finally decided a 20 adjective and five dimensions of brand personality scale after analysis of reliability and validity analysis. In accordance with the values and lifestyles structure (VALS) scale to preprate a scale contains 18 title five dimensions of lifestyle. Measured object is Southwestern University students, representatives of research and analysis essential in the lives of these four types is sports shoes, computer, face cream, toothpaste brand product categories. The findings by analysis of variance, t-test, correlation analysis, regression analysis and statistical analysis of college students that as an example for the first time to explore the relationship between personality, lifestyle and brand personality.For positioning the target population, develop marketing strategies and ultimately to promote the branding in great significance. The following conclusions:(1)The cultural context ofbrandpersonality "excitment", "benefits","competence", "sophistication" and "ruggedness" five dimensions of brand personality have consiste with the West cross-cultural, while another have own cultural specificity. Brand personality in the "benefits" dimension highlights the special nature of Chinese culture, "excitmen", "competence", "sophistication" and "ruggedness" four dimensions and the Western brand personality has a cross-cultural consistency.(2) The consumer’s personality traits significant differences in age and gender. Different gender have differences in agreeableness dimension; neuroticism significant difference in the different age groups.(3) The lifestyle in gender, education level, the disposable amount of consumption, living on the ground there were significant differences. Of specific performance in the fashion life and quality-type life on a different gender significant differences; quality type of lifestyle on the different levels of education exist significant differences; fashion life and economic frugal lifestyle in different disposable consumption amount exists significantly with the difference; economic saving life and feel there are significant differences in the way of life in different living ground.(4) The brand personality awareness in gender, age, the amount of disposable consumption, live on the ground there were significant differences. Embodied in different gender in the brand personality "music", "benefits", "courage" cognitive obvious differences; of different ages in the brand personality "music", there are obvious differences in the "benefits" dimension; can The amount of disposable consumer groups significant difference in the dimension of brand personality "benefit"; different place of residence of people in the dimensions of brand personality "benefit", "refined," there are obvious differences.(5) The personality and brand personality cognition were significantly correlated. Agreeableness, conscientiousness, extraversion dimension of personality and brand personality dimension "sophistication", "competence", "ruggedness" significant positive correlation.(6) The lifestyle and brand personality cognition were significantly correlated. Economical way of life, concerned about the social life, and feel the type of lifestyle with the brand personality "benefit" and "excitement", " sophistication " dimension there is a significant positive correlation.(7) The brand personality dimension would be impact of the personality cognitive, and be able to directly predict the level of knowledge of the brand personality. Lifestyles of each dimension will brand personality cognitive impact.(8)The lifestyle dimension will direct prediction the brand personality level of knowledge, the impact of personality traits of the brand personality perception is greater than the impact of lifestyle on the awareness of the brand personality.(9) Lifestyle is not a personality and brand personality cognitive mediating factors.