An Empirical Research On How Advertising Influences Brand Personality Building And Construction Of The Model

Along with the transition period after entering WTO from"Made in China"to"Marketing in China"strategic change, brand will enter the period of intensive development to maturity ,so our local enterprises'brand upgrade campaign is imminent. Brand personality strongly develops the most valuable and dynamic sectors of brand image; it is the image built in the perception of consumers and from the products;it is the set of human characteristics associated with a brand and for brand classification. Ads not only influence and guide consumption by conveying information,but also exert an imperceptible impact on people's ideologies,lifestyles and values---- have direct or indirect social effects. Nowadays,it is of great realistic significance to research how advertising influences brand personality building for advertising strategies of advertisers.In the perspective of social effects,researching on the relationship between advertising communication and brand personality building,this local empirical research has found that: advertising play such a role as"the first information navigator"in social life are universally accepted by the respondents. However, most respondents believed that in the current environment of consumption ,the authenticity and the pattern of advertisements are the issues heavily need to solve;and the associations between social effects of advertising and consumer's attitude toward the brand personality "exist, but not powerful". In the respondents'mentalities, striving for perfection, the human-oriented tendency, to be honest and responsible etc. showing from the advertisements, are highly appreciated brand personality traits; The respondents tend to consciously concerned with the performences in advertisement which beside the commercial appeals:public service ads published volume of the corporation, originality and production level of the advertisements will be transfered to a large extent to their attitude toward the brand personality; in addition, the imbalance in the development of economy and cultural between urban and rural areas also affect the attitude and evaluation.from the residents ,as to the relationship between advertising and brand personality building.Based upon the findings, this paper in-depth analyses brand personality formation mechanism,which of consumer-based ,with the social psychology theories, and then proposes solutions on how to develop a positive, active, strong brand personality using the above driving factors in advertisements. Furthermore, this paper attempts to construct a brand personality model ,which on the basis of social effects of advertising, and explains the building and dynamic operation of the model through illustrations.