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An Empirical Study on the Relative Effects of Consumers' Self-concept Dimensions on Brand Personality |
ZHAO Wei-hong |
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Abstract This paper empirically investigates the relative effects of consumers' self-concept dimensions on brand personality. Analysis of the data collected from a sample of respondents using a questionnaire reveals that among the three self-concept dimensions studied, actual self-concept was found to affect brand personality most strongly. The dimension of social self-concept was also found to significantly affect brand personality. The dimension of ideal self-concept, however, was not found to significantly affect brand personality. In addition, the empirical evidence is found that brand personality positively affects customers' behavior intentions involving purchase and positive WOM. These results highlight the effective strategies for building brand personality based on consumers' self concept.
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Received: 06 August 2008
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Corresponding Authors:
ZHAO Wei-hong
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