品牌个性评价维度存在重要的跨文化异同, 但在中国市场背景中尚缺少丰富的证据和深入的分析。以一个低涉入品英(糖果)为例, 选用本土化品牌个性量表的基本维度及词汇, 对全国三个城市的消费者进行测试, 发现了与美国量表对应的两个关键维度“仁和”和“时新”。同时, 立足于中外品牌和消费世代对比角度, 可以揭示品牌个性维度评价的关键差异。研究表明, 与外资品牌相比, 中国老字号品牌个性具有突出的“仁和”评价, 但“时新”评价低下; 与年长世代相比, 年轻世代对理想品牌个性的“时新”需求显著更高。这个结果对重塑中国老字号品牌形象具有重要的管理启示。
Jia-xun HE , Jun-zi CONG . [J]. Journal of East China Normal University (Philosophy and Social Sciences), 2008 , 40(5) : 82 -89,102 . DOI: 10.16382/j.cnki.1000-5579.2008.05.020
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