Research On Domestic Brand Personality Dimensional Model Establishment

Brand personality is the important theory on brand research.Many scholars enrich and expand the brand personality theory by the brand concept,dimensions,and applications research in recent decades.It's more important in theory and practice to study brand personality when consumers spend more and more personalized and brand personality are becoming more and more outstanding in the enterprise competition.The paper trys to build the brand personality dimensional model of domestic features,based on literature study,model building,case analysis and other methods.Based on the concept of brand personality,the paper first reviews and collects the latest research at home and abroad,in addition,points out the methodology in studying brand personality of China.The paper designs the characteristics of Chinese brand personality dimensions model combining with the research results at home and abroad and meanwhile relying on the brand personality model of Lu Taihong and Huang Shengbing which belong to the Sun yat-sen university after theories summary.The paper chooses M-zone brand in mobile communications industry as an example to analyze,and modifies the model according to the results in order to improving the constructed model.This paper draws some conclusions:domestic brand personality dimensions model are more suitable in China under the cultural background;it founds that the model established by the paper is more adequate for the mobile communication industry through empirical test;different sectors of the products and services has its own standard of brand personality,characteristics of China mobile communication industry brand personality dimensions includes benevolence,wisdom,brave,pleasure,elegance, innovation and honest.Finally,the paper points out the limitations of the study and further research direction.