品牌对消费者的影响文献翻译

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1、毕业论文：外文翻译　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　学生姓名：　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　定稿时间：2012-03-15毕业论文（设计）外文翻译题目：系别：专业：班级：学　号：学生姓名：指导教师：二○一二年三月-２３-　　　　　　　　　　　　　　毕业论文：外文翻译　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　学生姓名：　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　定稿时间：2012-03-15外文翻译之一Theeffectofbrandpersonalityandbrandid

2、entificationonbrandloyalty:Applyingthetheoryofsocialidentification作者：CHUNGK.KIM1;DONGCHULHAN;SEUNG-BAEPARK国籍：Korea出处：JapanesePsychologicalResearchAbstract:Thisstudyinvestigatedtheeffectofbrandpersonalityonbrandassetmanagementbyusingtheconceptofconsumers’identificationwithabrand.Thefocuswasonon

3、eimportanttypeofhigh-technologyproduct,thecellularphone.Theauthorsdevelopaconceptualframeworktoexplaintheeffectofbrandidentificationonbrandloyalty.Theimportantvariablesofthisframeworkincludetheattractivenessofthebrandpersonality,thedistinctivenessofthebrandpersonality,theself-expressivevalueof

4、thebrandpersonality,positiveword-of-mouthreportsofthebrand,andbrandloyalty.Theempiricalresultsindicatedthattherearepositiverelationshipsbetweenattractiveness,distinctiveness,andself-expressivevalueofbrandpersonality.Theserelationshipshadastatisticallysignificanteffectonconsumers’identification

5、withabrand.Furthermore,brandidentificationhadadirecteffectonword-of-mouthreportsandanindirecteffectonbrandloyalty.Thetheoreticalandmanagerialimplicationsoftheempiricalresultsarepresented,andsuggestionsaremaderegardingboththelimitationsofthepresentstudyandfuturedirectionsforresearch.Keywords:br

6、andpersonality,word-of-mouthreports,brandloyalty,socialidentification,self-expression.ResearchbackgroundandobjectivesManycompaniesaretryingtogettargetcustomers’attentionbycreatingadistinctivebrandimagefortheirproducts.IntheUnitedStates,promotionofGeneralMotors’Chevrolettruckemphasizedtheimageo

7、f“Likearock,”andthatofCanon’sEOSRebelXcameraemphasizedtheimageofindependence,dynamism,andbrilliancethroughthetennisplayerAndreAgassi.Thesekindsofhumancharacteristicsassociatedwithabrandarecalled“brandpersonality.”Theimportanceofbrandper