大五模型和品牌個性調(diào)查消費者個性對某一品牌個性偏好的影響[外文翻譯]

1、畢業(yè)論文（設(shè)計）外文翻譯畢業(yè)論文（設(shè)計）外文翻譯題目：品牌個性與消費者自我概念一致性研究一、外文原文標(biāo)題：TheBigFivebrpersonality:Investigatingtheimpactofconsumerpersonalityonpreferencestowardsparticularbrpersonality原文：INTRODUCTIONPersonalityresearchasitrelatestomarketingi

2、sbothanenigmaathnyareaofresearchfmarketingscholars.Aperusalofanybasictextinpsychologyshowsthatpersonalityresearchhasbeenacnerstoneofpsychologysincetheearly20thcentury.Oneofthemostwidelyusedapproachestothestudyofpersonali

3、tytraitsisTheBigFivemodel.Themodel’scapacityinhelpingtoexplainhumanbehaviourhasattractedtheinterestofresearchersfromotherdisciplinesincludingsociologymanagementmarketing.Managementscholarshaveattemptedtolinkemployeeperso

4、nalitytojobsatisfactionleadership.Researchersinmarketinghaveexpledtheimpactofconsumerpersonalityonperceptionpreferencesbehaviour.Theresultsofstudieshavehoweverbeenmixed.Althoughattemptstodemonstratethelinkbetweenconsumer

5、personalitybehaviourhavenotyieldedmanymeaningfulresultsothermethodsfoundedonpersonalvaluesdemographicshavebeenmeefficacious.Inrecentdecadespersonalityresearchinmarketinghasfocusedonthevalidityofselfcongruitytheyinrelatio

6、ntodifferenttypesofpurchasebehaviourproductcontexts.TheconnectionbetweenpersonalitypurchasebehaviourwasfirstintroducedbyDolichwhosuggestedthatconsumersprefertobuyproductsbrsthatbestreflecttheirpersonality.Histheywhichlac

7、kedempiricalsuppthasgeneratedmixedresultsinotherstudies.Someresearcherssupptthetheywhereasotherresearchersfoundlittleempiricalevidencetoconfirmtherelationshipbetweenpersonalitybehaviour.Althoughthevalidityofselfcongruity

8、theyhasbeenextensivelyresearcheddecisiondespiteaconsumer’spreferencefaparticularbr.Thepremiseoftheresearchreptedhereisthatifstabilityisaacteristicofpersonalitythenlikewisethepresentationofaconsistentbrimagewithwhichconsu

9、mersarecomftablewillpromotebrpreferencemaycontributetobrloyaltysolongasinstrumentalneedsaremet.ThisisessentiallytheargumentstatedbyAakerwhostatedthat‘thegreaterthecongruitybetweenthehumanacteristicsthatconsistentlydistin

10、ctivelydescribeanindividual’sactualidealselfthosethatdescribeabrthegreaterthepreferencefthebr.’AakerFournierarguedthatabrcanfunctionasaacterpartnerperson.Thusthepremiseoftheresearchistoexaminetheextenttowhichconsumersuse

11、brpersonalityasavehicletoexpresstheirpersonality.BasedonthispremisebrpersonalityscalesusedinthisstudyhavebeenconstructedthatarereflectiveofTheBigFiveModel.Thisisconsistentwiththeresearchaimwhichwastoexpletherelationshipb

12、etweenconsumerpersonalitybrpersonality.Anexpectationoftheresearchwasthateachconsumerpersonalitydimensionwouldbealignedwithatleastonebrpersonalityconstruct.ThebrpersonalityscalewasconstructedbyidentifyingdesoftraitsfromTh

13、eBigFivemodelthatcouldbeattributedtobr.Itwasfoundthatsomeelementssuchas‘wried’‘a(chǎn)nxious’couldnotbedirectlyrelatedtobr.Thusonlythosedesthatweretransferablewereembeddedinthescale.Aakerconductedastudytomeasurethegeneralisati

14、onofTheBigFivemodelacrossbrresolvedfivedifferentdimensionswhichareSincerityExcitementCompetenceSophisticationRuggedness.Onlythreeofthebrpersonalitydimensions(SincerityExcitementCompetence)werehoweverfoundtocrelatedirectl

15、ywiththepersonalitydimensions(AgreeablenessExtroversionConscientiousness).NoneofthemcrelateddirectlywithNeuroticismOpennesstoExperience.IntheresearchreptedheresomeelementsofAaker’sbrpersonalitydimensions(FriendlyCoolReli