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本文选取了200名购买过联想笔记本电脑的消费者,将联想品牌作为研究对象,探讨了消费者自我概念与品牌个性一致性与品牌偏好之间的关系。结果表明:在购买决策中,购买者的品牌偏好往往会受到自我概念与品牌个性一致性的显著影响,且自我概念不同维度与品牌个性的一致性对品牌偏好的影响程度有所差异。企业应致力于提高自身产品或服务的质量、性价比、形象等品牌属性,将消费者自我概念和品牌个性相结合,制定合理的营销策略。
This paper selects 200 consumers who have bought Lenovo notebook computers, and makes the Lenovo brand as the research object, explores the relationship between consumer self-concept and brand personality consistency and brand preference. The results show that in the purchase decision, the buyer’s brand preference tends to be significantly affected by the consistency of self-concept and brand personality, and the influence of different dimensions of self-concept and brand personality on brand preference is different. Enterprises should be committed to improving their own product or service quality, cost, image and other brand attributes, consumer self-concept and brand personality combine to develop a reasonable marketing strategy.