品牌人格研究述评

就像每个人都有独特的人格特征，使自己与别人不同一样，品牌也有自己的人格特征。近年来，市场竞争日趋激烈，出现了越来越多的品牌。同类产品的属性通常类似，这时，“身份”、“形象”或“品牌人格”就成为消费者区分产品的唯一因素。品牌人格概念越来越受到研究者的重视，但由于缺乏统一的概念和测量，研究受到了局限。本文总结了不同研究者提出的品牌人格概念，讨论了品牌人格测量方法和量表，并对今后的研究方向作了探讨。

A Review on the Research of Brand Personality

As everyone has his/her distinct personality, a brand also has its personality. In recent decades severe competition has pushed more and more brands on the market. Products in the same category usually have similar features. In this case, the only factor by which consumers can distinguish different products is the "identity", "image" or "brand personality". Researchers have paid increasing attention to the concept of brand personality. However, the lack of distinct definition or measurement of brand personality has limited their researches. The authors reviewed the concepts of brand personality discussed by different researchers, summarized the studies about the measurement and scale of brand personality, and pointed out the directions for further research