| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 103 === Brand personality bring about strong and unique brand association,enrich brand connotation. As personality of people, personality of brand is a kind of Psychological characteristic given to brand through brand communication，the core of brand image, apperception of the brand users’ personality, emotional value added of the party interested and specific life values.
Brand personality is that consumers using brands to show self-cognition to themselves or others(Belk, 1988). Consumers prefer perchase brands or products that render consistency among self-concept, brand image and brand personality. However, this hypothesis is defective in terms of practical verify because of limited comprehension of brand personality scale and the psychological mechanism it relies on.
This study uses Aaker’s brand personality scale and canonical correlation analysis to explore brand personality and consumer personality that have a high positive or negative relevance with each other, to analyze personalities of the consumers that attracted by chocolate brands of diverse personality positioning, or personalities of the brands that chosen by consumers of various significant personalities. Further, this study tries to find out consumers of what personalities chocolate brands will appeal to if they shape a certain type of personality and what are these consumers’ preferences of chocolate attributes and purchase factors they consider. At the end, this study will give these six chocolate brands some advises taking into consideration consumers’ personality and consumers’ cognition of brand personality and purchase factors.
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