外文翻译之一Theeffectofbrandpersonalityandbrandidentificationonbrandloyalty:Applyingthetheoryofsocialidentification作者：CHUNGK.KIM1;DONGCHULHAN;SEUNG-BAEPARK国籍：Korea出处：JapanesePsychologicalResearchAbstract:Thisstudyinvestigatedtheeffectofbrandpersonalityonbrandassetmanagementbyusingtheconceptofconsumers’identificationwithabrand.Thefocuswasononeimportanttypeofhigh-technologyproduct,thecellularphone.Theauthorsdevelopaconceptualframeworktoexplaintheeffectofbrandidentificationonbrandloyalty.Theimportantvariablesofthisframeworkincludetheattractivenessofthebrandpersonality,thedistinctivenessofthebrandpersonality,theself-expressivevalueofthebrandpersonality,positiveword-of-mouthreportsofthebrand,andbrandloyalty.Theempiricalresultsindicatedthattherearepositiverelationshipsbetweenattractiveness,distinctiveness,andself-expressivevalueofbrandpersonality.Theserelationshipshadastatisticallysignificanteffectonconsumers’identificationwithabrand.Furthermore,brandidentificationhadadirecteffectonword-of-mouthreportsandanindirecteffectonbrandloyalty.Thetheoreticalandmanagerialimplicationsoftheempiricalresultsarepresented,andsuggestionsaremaderegardingboththelimitationsofthepresentstudyandfuturedirectionsforresearch.Keywords:brandpersonality,word-of-mouthreports,brandloyalty,socialidentification,self-expression.ResearchbackgroundandobjectivesManycompaniesaretryingtogettargetcustomers’attentionbycreatingadistinctivebrandimagefortheirproducts.IntheUnitedStates,promotionofGeneralMotors’Chevrolettruckemphasizedtheimageof“Likearock,”andthatofCanon’sEOSRebelXcameraemphasizedtheimageofindependence,dynamism,andbrilliancethroughthetennisplayerAndreAgassi.Thesekindsofhumancharacteristicsassociatedwithabrandarecalled“brandpersonality.”Theimportanceofbrandpersonalitytoconsumers’brandloyaltyandrepurchasingbehaviorhasnotbeenwidelyacknowledged.Onlyafewresearchers,suchasPlummer(1985)andDavidAaker(1996),havepointedouttheimportanceofbrandpersonalityinbuildingcompetitiveadvantageandbrandloyalty.Inshort,theissuesofwhyandhowbrandpersonalitiesaffectconsumers’brandloyaltyhavenotbeenaddressed.ThestudyreportedhereborrowedthemethodologydevelopedbyAaker(1997)tomeasuresomedimensionsofbrandpersonality.Thispaperpresentsatheoreticalframeworkforunderstandinganyeffectsofbrandpersonalityonbrandassetmanagement.Thepaperalsospecifiesconsumers’behaviorsinrespectofword-of-mouthreportsaboutabrand,andbrandloyalty.Thespecificresearchobjectivesofthisstudywereasfollows.First,itexaminedtheexistenceofbrandpersonalityinthecellularphonemarketinKorea.Furthermore,theresearchshowedthattheself-expressivevalueanddistinctivenessofthebrandinfluencetheattractivenessofabrandpersonality.Second,thisstudyinvestigatedanypossiblelinkagebetweenbrandandconsumerthroughthesocialidentificationtheorydevelopedinsocialpsychology.Theconceptofsocialidentificationrelatestoaperson’ssenseofbelongingtoacertaingroupororganization(Bhattacharya,Rao,&Glynn,1995;Mael&Ashforth,1992).Third,thisstudyexaminedtheeffectofbrandidentificationonbrandloyaltyandpositiveword-of-mouthreportsaboutthebrand.Themajorresearchsubjectsofourpaperareasfollows:1.WithwhatkindsofbrandpersonalitiesdoconsumersinKoreaassociatetheircellularphones?2.Howdoesbrandpersonalityaffectbrandloyalty?Thelatterisbrokendownintothreeparts:1.Whichaspectsofbrandpersonalitiesareconnectedtoabran...
