Research on the Influence of Apparel Brand Personality Dimensions on Purchase Intention

摘要：

　　This paper discusses the five dimensions of brand personality in the existing literature on the basis of emotional brand,different effects on brand trust,to test the hypothesis through structural equation modeling.The results show that the sincerity and tenacity dimension of clothing brand personality have a significant positive impact on brand trust.The maturity and passion dimension have a significant positive impact on brand emotion.Brand trust and brand emotion have positive positive influence on customer purchase intention..However,the results of data analysis show that the competency dimension of clothing brand personality has no significant positive impact on brand trust.

关键词： brand personality brand emotion brand trust purchase intention

作者: Hongjun Wan Yumin Mao Yujuan Lan

作者单位: Shanghai University of Engineering Science, Shanghai, 201600, China

会议类型: 国际会议

会议名称: 2019上海纺织服装创意创新研究生学术论坛暨第十三届纺织服装创新国际论坛

会议地点: 上海

会议语种:英文

页码: 231-235

在线出版日期: 2019-10-23（万方平台首次上网日期，不代表论文的发表时间）