Based On The Consumer Perspective Of Home Textile Brand Personality Research

Brand construction mainly includes brand positioning&tactic, brand image,brand spread, integration&promotion. In the meanwhile, brand positioning includesbrand introduction, brand character, brand value, brand strategy. Brand personality isshaped by brand personification, emotional and personalized. In this era, the era ofpursuit of individuality, brand character plays a more important role in brand building.In recent years, the development of home textile brands has made significantachievements, but the brand homogeneity and low degree of brand concentrationphenomenon is still widespread, with home textile consumer’s consumption conceptand consumption patterns are becoming more and more emotional, brand personalityissues can’t be ignored.The article first summarized the concept and feature of brand character throughthe document literature domestic and overseas. In the meanwhile, the articleelaborated the home textile brand personality and dimensions and analyzed thedifferences between home textile brand personality and other brand personality withthe home textile brand feature. Secondly, designing questionnaire about home textilepersonality based on the depth interview with experts and consumers. Through thequestionnaire, we can find out the direct link between brand personality andpopulation characteristics of consumer groups. According to the survey, the user age,level of education, social status, hobbies, personality factors and working environmentcan influence consumer’s personality at some level. Then analyzing data by SPSS19.0and ensuring the questionnaire’s viability and effectiveness by validity&reliabilityanalysis, getting home textile brand personality dimension scale. Home textile brandpersonality is mainly embodied in the “pure” and “competent”, including natural,comfortable, quiet, women, fashion, classic, practical and personal and so on. Thearticle takes SALSA home textile brand as the measure object, obtains SALSA’stextile brand personality dimension scale through the questionnaire survey andmathematical analysis method. SALSA’s home textile brand character mainly show upas “pure” and “stimulus”, manifests in fashion, luxury, elegant, delicate and so on.The result shows that the home textile brand personality dimensions scale has a certain effectiveness and there are differences between different brand personalitydimensions, so that enterprises in the actual operations of the brand should combinewith the feature of the brand to brand personality shaping. Finally, according to thebrand personality dimensions theory, the article put forward the brand personality inthe modern home textile brand product design innovation, the establishment of thebrand personality dimensions can make better market segment, to find accurate brandpositioning between the brand and the market and consumer demand. By the brandpersonality dimension, we can summarize the brand personality characteristicsscientifically, and make it match to the consumer personality traits, targeted to designproduct positioning based on the result.To sum up, brand personality dimensions research has dual theory and practicesignificance. In the current background of home textile brand competition, the hometextile enterprises should clear its brand positioning and distinctive brand personalityto win a loyal customer base. In the process of brand personality building, enterprisescan measure their own brand personality dimensions to personalize product designand customization of the marketing mode, making the brand individuality, emotionalconsumption become the new fashion consumption.