资源描述：
《服装品牌策略：品牌效应对广告的影响【外文翻译】》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、外文翻译原文BandingStrategies:InfluenceofNrandPersonalityonAdertisingResponseMaterialSource:MinooFarhangmehrUniversidadedoMinho,EscoladeEconomiaeGestão,Gualtar,4710Braga,Portugal,Author:AntónioAzevedo,AssistantProfessor,Thispaperexaminestheinfluenceofbrandpersonalityonadve
2、rtisingresponseinfashionclothingbrandingcontext.Printadstimuliof30fashionclothingbrandswithdifferentnationalitiesanddifferentexpectedpersonalitieswereevaluatedbyyoungstudents(16-25yearsold)intermsofBrandPersonalityScaleofAaker(1997).Theself-congruenceimplicationsared
3、iscussed.Fromthebrandbuilderperspective,somebenchmarksbrandswereidentified.Theresultsshouldhelptheunderstandingofantecedentsandconsequencesofbrandpersonalityprocessing.Keywords:Brandpersonality,fashionclothingbranding,advertising,self-congruence,youthmarket.Introduct
4、ionAtthebeginningofthethirdmillenniumbranddifferentiationbasedintangibleattributesisdifficulttoachieve.thereforeconceptslike“customer-brandrelationship”(Blackston1993),‘brandmagic”（Beckman,2002）risetheirimportanceinbrandbuildingliterature.thekeyforsuccessseemstobeint
5、heemotionalandself-expressionbenefitsthatbrandsprovidetotheircustomers.Inthiacontext,brandpersonalityandself-conceptcongruence(shortlydesignatedbyself-congruence),hasadecisiveroleinbrandadoptionanddecision-makingprocesses.Inthispaperwewillfirstlookatliteraturereviewo
6、ftherelevantconpceptslikebrandpersonalityandself-congruenceinbrandingadvertisingprecessingcontext.Thenwediscusstheresultsofanexperimentalatudythatwasconductedinordertoassessthebrandpersonalityprofileof30fashionclothingbrands.theimplicationsofthevalidationofthehypothe
7、sesthatpostulatetheinfluenceofself-congruenceandinvolvementuponadvertisingresponsearealsohighlighted.BrandpersonalityBrandpersonalityisdefinedas“thesetofhumancharacteristicsassociatedwithabrand”(Aaker,1997,p347).AccordingtoJoharandSirgy(1991,p23)thebrandimagebuilding
8、strategyimpliesthedefinitionofabrandpersonality(idealorreal)isalsoanunderlyingconceptofrelationshipmarketingstudiedbyblackstin(1993
