A Study of the Relationship among Life Styles, Personality Trait, Brand Personality and Brand Equity：Evidences from Salon Industry in Taiwan and China
碩士 === 靜宜大學 === 管理碩士在職專班 === 101 === The brand personality is an important element to constitute brand’s equity and is also the brand’s core value. Thus, it is the forefront to make the brand personality for all the enterprises. This investigation probes for differences concerning people’s preferenc...
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2013
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| Online Access: | http://ndltd.ncl.edu.tw/handle/06735505505773292713 |
| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 101 === The brand personality is an important element to constitute brand’s equity and is also the brand’s core value. Thus, it is the forefront to make the brand personality for all the enterprises. This investigation probes for differences concerning people’s preferences regarding hair salon brands as well as focusing on consumers’ various lifestyles and personality. This analysis is to inform others in order to know the target customers’ characteristics through different brands. In addition, the focus is the consumer’s influences on the brand’s equity and interests; specifically one’s feeling about the brand. All of these factors will be taken into consideration while an enterprise needs to make a project for the brand personality.
The subjects of this study are consumers from Taiwan and Mainland China. Questionnaires were used to collect the information needed. All the information obtained supports the three hypotheses in this investigation. A total of 376 valid questionnaires were returned after four weeks. The examination was based on 284 questionnaires from Taiwan and 92 from Mainland China. Upon analysis of these surveys the following conclusions were made:
1. The obvious and distinct preferences of consumers with different lifestyles do exist.
2. Those with dissimilar personality have divergent and evident preferences.
3. The better a consumer feels about a brand, the more a consumer can influence it. It leads to positive influence.
At last, the conclusions presented are based on theories and practices but also discussion of the limitations of this study will be presented. Suggestions regarding the subsequent relevant investigations in the future will also be evaluated in this paper.
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