Study on the Enneagram Model of Brand Personality

摘要：

　　Focusing on the study of brand personality, this paper combines enneagram and marketing, and forecasts the buying propensity and brand choice of people with different personalities using the enneagram.It shows through experimental verification and SPSS software analysis that Models H1a, H2a, H2b, H2c, H4a, and H4b are established, which demonstrates the effect of the similarity between a brand and a personality on brand choice.

关键词： brand personality enneagram personality transformation

作者: Zhiwei Xu Jing Huang

作者单位: Economics and Management School of Wuhan University,Wuhan,Hubei,China,430072

会议类型: 国际会议

会议名称: 2013 2nd International Conference on Science and Social Research (2013年第二届科学与社会研究国际会议)(ICSSR2013)

会议地点: 北京

会议语种:英文

页码: 250-257

在线出版日期: 2013-07-13（万方平台首次上网日期，不代表论文的发表时间）