品牌性格不同向度對消費者品牌評價之影響---台灣與美國之跨文化比較

Abstract

品牌性格(brand personality)是學術研究與實務應用的重要議題，Aaker（1997）提出的品牌五大性格向度是目前最廣被引用的品牌性格向度與測量工具。這個品牌性格量表被提出後，雖然在世界各地被廣泛應用，但此量表還有兩個問題尚待釐清：一、品牌性格的五個向度對消費者之品牌評價是否具有相等的影響力？二、品牌性格向度是否有文化差異？本研究的主要目的是想透過三個研究，來釐清以上兩個問題。研究一擬採問卷法、研究二擬採實驗法，同時探討品牌性格的不同向度，對消費者在評價品牌時是否造成不同的影響？並據以推論品牌性格的諸多向度中，是否有一些具有核心特質的現象存在？研究三之目的則在於比較品牌性格的向度與核心特質在台灣與美國受試者之間有無跨文化差異。本研究的成果不但具有極大的行銷實務價值；對上述品牌性格的學術研究課題，亦將帶來突破性的發展。

Brand personality is an important topic in marketing research and practice. Presently, the most cited brand personality concept and scale is that of Aaker (1997). Since the Aaker’s scale was published, it has been applied worldwide. However, two problems with respect with the scale have to be clarified: (1) Does each of the five dimensions affect on consumers’ brand judgment equally? (2) Are there any cultural differences in brand personality dimensions? This research aims to answer the two problems stated above via three studies. The first study will be a questionnaire survey and the second one will be an experimental study. These two studies are designed to find out whether different dimensions of brand personality scale have different effects on consumers’ brand judgments. Further, the issue of whether a central trait exists among five dimensions of brand personality will be explored. The third study aims to investigate whether cultural differences of brand personality constructs between Taiwan and United States exist. The findings of this study not only provide valuable information for marketing practice, also offer theoretical explanation for questions of dimensions of brand personality scale.