ANALYSIS OF BRAND PERSONALITY COMMUNICATION ACCURACY BASED ON CONSUMER PERSPECTIVE

被引：0
作者：
Dan, Shao [1 ]
Di, Sun Miao [2 ]
机构：
[1] Donghua Univ, Fash & Art Design Inst, 1882 West Yanan Rd, Shanghai, Peoples R China
[2] Horizon China Consultant Co, 1600 Zhonghua Rd, Shanghai, Peoples R China
来源：
UNCERTAINTY MODELLING IN KNOWLEDGE ENGINEERING AND DECISION MAKING | 2016年 / 10卷
关键词：
Five Factor Model; brand personality; online brand; Lens Model;
D O I：
暂无
中图分类号：
TP18 [人工智能理论];
学科分类号：
081104 ; 0812 ; 0835 ; 1405 ;
摘要：
This research is focusing on the brand personality and effective communication of B2C online brand. On the basis of brand personality theory and Brunswick Lens Model, an online brand effective communication model is established. In order to explain the utilization of this model, the paper conducted an empirical research on a B2C online brand of China, getting a judgment of the accuracy of brand personality recognition and proposing suggestion on how to improve the quality of effective communication for the on-line brand.
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页码：972 / 977
页数：6
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