摘要(英) |
Brand personality is one of the techniques for building strong brands, it can touch customers’ heart, and build close relationship with customers. In the past, the related researches about brand personality are usually focus on physical products or intangible products separately. The main purpose of this study is to find out whether they are different, by using descriptive statistics, principal component analysis, 2nd confirmatory factory analysis, ANOVA test, correspondence analysis, and cluster analysis, taking mobile phone and mobile telecom services for example.
According to the research result, there are some different on brand personality between physical products and intangible products, physical products are more excitement, intangible products are more sincerity. Besides, Customers feel that brand personality on physical products is more obvious than intangible products, but the brand personality on industry leader whether physical products or intangible products are competence. Moreover, brand image and brand identity on brand personality at physical products are the same, but intangible products are not.
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參考文獻 |
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