Study on the Enneagram Model of Brand Personality

被引：0
|
作者：
Xu, Zhiwei [1 ]
Huang, Jing [1 ]
机构：
[1] Wuhan Univ, Econ & Management Sch, Wuhan 430072, Hubei, Peoples R China
来源：
PROCEEDINGS OF THE 2ND INTERNATIONAL CONFERENCE ON SCIENCE AND SOCIAL RESEARCH (ICSSR 2013) | 2013年 / 64卷
关键词：
brand personality; enneagram; personality transformation;
D O I：
暂无
中图分类号：
TP18 [人工智能理论];
学科分类号：
081104 ; 0812 ; 0835 ; 1405 ;
摘要：
Focusing on the study of brand personality, this paper combines enneagram and marketing, and forecasts the buying propensity and brand choice of people with different personalities using the enneagram. It shows through experimental verification and SPSS software analysis that Models H1a, H2a, H2b, H2c, H4a, and H4b are established, which demonstrates the effect of the similarity between a brand and a personality on brand choice.
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页码：250 / 257
页数：8
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