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ID:351649
大小:56.50 KB
页数:12页
时间:2017-07-26
《大五模型和品牌个性:调查消费者个性对某一品牌个性偏好的影响[外文翻译]》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、毕业论文(设计)外文翻译题 目: 品牌个性与消费者自我概念一致性研究 一、外文原文标题:TheBigFiveandbrandpersonality:Investigatingtheimpactofconsumerpersonalityonpreferencestowardsparticularbrandpersonality原文:INTRODUCTIONPersonalityresearchasitrelatestomarketingisbothanenigmaandathornyareaofresearchformarketingscholars.Aper
2、usalofanybasictextinpsychologyshowsthatpersonalityresearchhasbeenacornerstoneofpsychologysincetheearly20thcentury.OneofthemostwidelyusedapproachestothestudyofpersonalitytraitsisTheBigFivemodel.Themodel’scapacityinhelpingtoexplainhumanbehaviourhasattractedtheinterestofresearchersfromoth
3、erdisciplines,includingsociology,managementandmarketing.Managementscholarshaveattemptedtolinkemployeepersonalitytojobsatisfactionandleadership.Researchersinmarketinghaveexploredtheimpactofconsumerpersonalityonperception,preferencesandbehaviour.Theresultsofstudieshave,however,beenmixed.
4、Althoughattemptstodemonstratethelinkbetweenconsumerpersonalityandbehaviourhavenotyieldedmanymeaningfulresults,othermethodsfoundedonpersonalvaluesanddemographicshavebeenmoreefficacious.Inrecentdecades,personalityresearchinmarketinghasfocusedonthevalidityofself-congruitytheoryinrelationt
5、odifferenttypesofpurchasebehaviourandproductcontexts.TheconnectionbetweenpersonalityandpurchasebehaviourwasfirstintroducedbyDolich,whosuggestedthatconsumersprefertobuyproductsandbrandsthatbestreflecttheirpersonality.Histheory,whichlackedempiricalsupport,hasgeneratedmixedresultsinothers
6、tudies.Someresearcherssupportthetheory,whereasotherresearchersfoundlittleempiricalevidencetoconfirmtherelationshipbetweenpersonalityandbehaviour.Althoughthevalidityofself-congruitytheoryhasbeenextensivelyresearched,thereisadearthofempiricalresearchthataddressesthespecificquestionofwhet
7、herthereisasignificantrelationshipbetweenconsumerpersonalityandbrandpersonality.Theresearchquestionistherefore,Doconsumersexhibitapreferenceforbrandsthatarecongruentwiththeirpersonality?ShankandLangmeyerstatedthatmostpersonalityresearchinmarketingfocusesontheimpactofpersonalityonprod
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