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时间:2020-04-08
《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地影响[外文翻译].doc》由会员上传分享,免费在线阅读,更多相关内容在应用文档-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.Aperu
2、salofanybasictextinpsychologyshowsthatpersonalityresearchhasbeenacornerstoneofpsychologysincetheearly20thcentury.OneofthemostwidelyusedapproachestothestudyofpersonalitytraitsisTheBigFivemodel.Themodel’scapacityinhelpingtoexplainhumanbehaviourhasattractedtheinterestofresearchersfromother
3、disciplines,includingsociology,managementandmarketing.Managementscholarshaveattemptedtolinkemployeepersonalitytojobsatisfactionandleadership.Researchersinmarketinghaveexploredtheimpactofconsumerpersonalityonperception,preferencesandbehaviour.Theresultsofstudieshave,however,beenmixed.Alt
4、houghattemptstodemonstratethelinkbetweenconsumerpersonalityandbehaviourhavenotyieldedmanymeaningfulresults,othermethodsfoundedonpersonalvaluesanddemographicshavebeenmoreefficacious.Inrecentdecades,personalityresearchinmarketinghasfocusedonthevalidityofself-congruitytheoryinrelationtodif
5、ferenttypesofpurchasebehaviourandproductcontexts.TheconnectionbetweenpersonalityandpurchasebehaviourwasfirstintroducedbyDolich,whosuggestedthatconsumersprefertobuyproductsandbrandsthatbestreflecttheirpersonality.Histheory,whichlackedempiricalsupport,hasgeneratedmixedresultsinotherstudie
6、s.Someresearcherssupportthetheory,whereasotherresearchersfoundlittleempiricalevidencetoconfirmtherelationshipbetweenpersonalityandbehaviour.Althoughthevalidityofself-congruitytheoryhasbeenextensivelyresearched,thereisadearthofempiricalresearchthataddressesthespecificquestionofwhetherthe
7、reisasignificantrelationshipbetweenconsumerpersonalityandbrandpersonality.Theresearchquestionistherefore,Doconsumersexhibitapreferenceforbrandsthatarecongruentwiththeirpersonality?ShankandLangmeyerstatedthatmostpersonalityresearchinmarketingfocusesontheimpactofpersonalityonprod
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