Building Brand’s Value: Research on Brand Image, Personality and Identification
作者: unknown
刊名: International Journal of Management, Economics and Social Sciences, 2019, Vol.8 (4)
来源数据库: IJMESS Int’l Publishers
原始语种摘要: The purpose of the study was to investigate and analyze the relationships among three research variables: brand Image, brand Identification and brand Personality. Standard surveys were administered to 1032 subjects who had knowledge of Volvo and the Volvo endorsement by Jeremy Lin and had purchased Volvo products. The study then used structural equation modeling to run path analysis. The results showed that: (1) brand image positively and significantly influenced brand identification, (2) brand personality positively and significantly influence brand identification, and (3) brand personality exhibited no mediating effect on the relationship between brand image and brand identification.
全文获取路径: IJMESS国际出版社 

  • brand 黑穗病
  • Volvo 富豪牌汽车
  • positively 断然
  • identification 辨认
  • products 制品
  • purpose 目的
  • among 在当中
  • three 
  • investigate 
  • structural 构造