Research On The Impact Of Traditional Cultural Values ​​of Consumer Brand Personality Preferences

The study of brand personality has occupied an important position in the field of marketingresearch. The brand personality is defined as “the set of human characteristic associated with abrand”, different with the physical attributes of the product, brand personality is more of a symbolmeaning to the brand.Many studies found that consumers are oriented and normative by culture values. As onekind of consumer behavior, the culture values certainly play an important role in impactingconsumers’ brand personality preference.China’s traditional cultural values include Confucian philosophy values, Taoist philosophyvalues and Buddhist philosophy values. These traditional values play a significant impact on thebehavior of the people, looking insight at these cultural values on consumer brand preference has astrong theoretical and practical significance. In spite of related research have done by somescholars, the similar study by using mature scale is lack in domestic; On the other hand, a lot ofprevious studies implemented by using foreign measurement tools, consider that the unique natureof Chinese culture this kind of studies may be incompatible with the actual situation.Based on this, this paper try to explore the influence of traditional values impact on thepreferences of consumers’ brand personality, in addition the related individuals’ variables wereincluded as the controlling factors. Some studies show that when take the cultural variables tostudy the consumer behavior, the study must taken into account cultural adaptability of themeasurement, this paper selected measurement scale from domestic cultural background of themeasurement system. After taking hierarchical regression analysis, the study extracted seventraditional Chinese culture factor and eight consumer brand personality preferences factor. Thestudy found that Confucian values will influence on the consumers’ brand personality preferenceof "mature successful","look fine","dynamic and imaginative", the Taoist values will influenceon the consumers’ brand personality preference of "green". This article has not found the Buddhistvalues have any influence on consumers’ brand personality preference.