人格特质与品牌个性关系之研究：以运动鞋产品为例

[e-mail][1][2]NikeNokia[3][4][5][6][7]Aaker[8]Goldberg[9]BigFive()ChernatonyandMcWilliams[10]Kolter[11]/[1][12]()[12][13]Randall[14]Aaker[8]11442100060()BigFiveModelBigFiveModelBigFiveModelGalton[15](LexicalHypothesis);AllportandOdbert[16]Galton17953Catell[17]171Fiske[18]Norman[19]BigFiveModelBigFiveModelCosta,McCrae[20]andGlodberg[9]BigFiveModel(1)(2)(3)(4)(5)HoughandSchneider[21]BigFiveModelGoldberg[9]BigFiveModel143175Borkenau[22]Peabody[23]BigFiveModelBigFiveAaker[8]BigFiveModelBigFiveModelAaker()1()H1H1-1H1-2H1-3H2H2-1()H2-2()H2-3()H3H4H4-1()H4-2()H5H5-1H5-2H5-3()1.Glodberg[9]BigFiveModelBigFiveModel542301151~5657~6263~6869~7475~802.Aaker[8]42223.054.885.10001001~30003001~50005001~70007001~90009000()20012001adidasasicsConverseFILAJUMPK-SWISSNewBalanceNIKEPUMAReebok()15asicsJumpadidasConverseFILAK-SWISSNewBalanceNIKEPUMAReebok4230()41715402()Aaker(1997)88(Wards’method)k-means1AdidasNewBalanceReebok2ConversePuma3NIKE4FilaK-swiss6Wilks’Lambda0.703P-Value0.00031243324213434()1.30Bartlett(principlecomponentanalysis)(eigenvalue)(screetest)56.402%(varimax)Hair,Anderson,TathamandBlack[24]0.45Cronbach’s0.50.43[25]4BigFiveModel;;4*BigFiveModel0.781*0.769*0.7130.6580.6110.5870.5380.5335.83020.10320.1030.830.8200.7610.7600.6060.5940.5813.54012.20532.3080.800.7390.6770.6430.6150.5140.4982.2967.91840.2260.760.8130.8000.757*0.4451.9376.68146.9060.760.7260.6740.4051.6075.54252.4490.430.8050.5441.1473.95456.4020.532.Hair,Anderson,TathamandBlack[24]3453K-means11422973163Wilks’Lambda0.255P-Value0.000Scheffe123132112()65()(P)6.41(0.04*)19.067(0.039*)13.639(0.324)6.711(0.348)19.213(0.014*)*0.05()()1.McNemar682(60.29%)17(50%)96(65.3%)4(20%)54(39.71%)17(50%)51(34.69%)16(0.8%)P-Value0.550.610.014*0.441*0.05()1.2.3.;()1.2.3.4.()()[1]LynnB.Upshaw2000[2]Schiffman,L.G.andL.L.Kanuk,“ConsumerBehavior”,7th,PrenticeHall,Inc,2000.[3]---1996[4]-NIKE2000[5]1998[6]1999[7]-2000[8]Aaker,J.L,DimensionsofBrandPersonality,JournalofMarketingResearch,Vol.34,pp.347-356,1997.[9]Goldberg,AnAlternativeDescriptionofPersonality-TheBigFiveFactoryStructure,JournalofPersonalityandsocialpsychology,Vol.59,No.1,pp.216-229,1990[10]Chernatony,L.D.McWilliam.”BrandingTerminologyTheRealDebate”,MarketingInteligenceandPlanning,Vol.7,No7,pp.29-32,1989.[11]Kotler,Philip2000[12]Aaker,DavidA&Biel,AlexanderL.1995.[13]Arnold,David1995.[14]GeoffreyRandall2000[15]Galton,F.,MeasurementofCharacter,FortnightlyReview,vol.36,pp.179-185,1884.[16]Allport,G.W,Personality:APsychologicalInterpretation,NewYork:Holt,1973.[17]Cattell,R.B,TheDescriptionofPersonality:BasicTraitResolvedintoClusters,JournalofAbnormalandSocialPsychology,vol.38,pp.476-506,1943.[18]Fiske,D.W.,ConsistencyoftheFactorialStructuresofPersonalityRatingsfromDifferentSource,JournalofAbnormalandSocialPsychology,vol.44,pp.329-344,1947.[19]Norman,W.T.,TowardanAdequateTaxonomyofPersonalityAttributes:ReplicatedFactorStructureinPeerNominationPersonalityRatings,JournalofAbnormalandSocialPsychology,vol.66,pp.574~583,1963.[20]McCrae,R.R.,Costa,P.T.&Busch,C.M.,EvaluatingComprehensivenessPersonalitySystems:TheCaliformiaQ-SetandtheFive-FactorModel,JournalofPersonality,vol.54,pp.430-446,1986.[21]Hough,L.M.&Schneider,R.J,PersonalityTraits,Taxonomies,andApplicationsinOrganizations.InK.R.Murphy(Ed.),IndividualDifferencesandBehaviorinOrganizations,SanFrancisco,Jossey-Bass,pp.31-88,1996.[22]Borkeanau,P.ImplicitlyPersonalityTheoryandtheFive-FactorModel,JournalofPersonality,Vol.60,pp.295-327,1992.[23]Peabody,D.,Selectingrepresentativetraitadjectives,JournalofPersonalityandSocialPsychology,vol52,pp.59-77,1987.[24]Hair,Anderson,TathamandBlack,MultivariateandDataAnalysis,PrenticeHall,1998.[25]7412