国外品牌人格研究述评

品牌人格是指消费者所感知的品牌所体现出来的一套人格特征。根据国外文献中存在的品牌人格相关研究这条线索，介绍了品牌形象论及品牌形象维度论两个派系关于品牌人格的定义，基于人格类型论和人格特质论两个理论源泉回顾了品牌人格的维度构成，并分别从消费者视角及企业视角归纳分析了品牌人格的影响作用，最后从研究内容、研究方法及理论借鉴三个方面探讨了现有研究的不足，并展望了品牌人格的研究趋势。

A Review of Overseas Brand Personality Research

Brand personality refers to a set of personality traits which consumer could perceive. According to the trail of overseas research documents on brand personality, The paper firstly introduces a definition of brand personality from the groups of brand image and brand image dimension, and then also reviews the composition dimensions of brand personality based on the personality type theory and personality trait theory, further summarizes and analyses the influence of brand personality on consume behavior and enterprises operating. Eventually the paper discusses the existing shortcomings of the present research and looks forward to the trend of brand personality research from three aspects just as research content, research method and theory reference.