The Impact Of College Students' Self-consumption And Clothing Brand Personality Consistency On Brand Preference

Self-concept of undergraduate consumer is a consciousness while college students take themselves as external object during the consumption progress,it is the research on undergraduates’ self concept of micro extension and depth development, And the consciousness has an important influence on the college students’ consumption psychology and consumption behavior. Brand personality is suitable for the brand and is closely related to the brand series of personality characteristics. In combination with related literature at home and abroad research, the brand personality and consumer self-concept closely linked, the two consistency degree will directly affect the consumer’s brand preference and the ultimate consumer behavior.According to literature review, this paper constructed the self-concept and brand personality consistency effect on brand preference of theoretical model, empirical research on the theory of the core and key point of clothing brand personality scale. In this paper, A suitable scale for the clothing brand personality dimension is based on the scale of Aaker’s brand personality dimensions,. In this table questionnaire is compiled based on four universities in Nanjing undergraduate consumer self-concept. Through the recycling of 508 valid questionnaire statistical analysis, the conclusion is as follows:(1)The college students consumers’ real self-concept and social self-concept has the school, grade, professional significant differences.(2)The college students of different schools and grade are quite different in understanding of clothing brand personality.(3)There were significant correlation between self-concept and brand personality.(4)The consistency of the college students’real self-concept and brand personality will show the significant influence on brand preference, the social self consistency was not significant influence on brand preference.Under different dimensions, the consistency of the real self-concept and brand personality have differences influence on brand preference, under pure, stimulation, cultured, competent dimension, brand personality and true self consistency concept has significant effects on brand preference, including breeding consistency to the interpretation of the brand preference degree is the highest, followed by the stimulus dimension consistency. These two dimensions include sexy, unique, fashionable and spell able intellectual, mature personality,etc. There is no significant influence on preference under the strong dimension.