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Personality structure of brands on social networking sites and its effects on brand affect and trust: evidence of brand anthropomorphization
Asian Journal of Communication ( IF 2.074 ) Pub Date : 2017-08-16 , DOI: 10.1080/01292986.2017.1363794
Jooyoung Kim 1 , Eun Sook Kwon 2 , Bongchul Kim 3
Affiliation  

ABSTRACT The current study explored the personality dimensions of brands on Social Networking Sites (SNSs) using a South Korean sample. Through a series of exploratory and confirmatory factor analyses, six dimensions (i.e. Openness, Conscientiousness, Agreeableness, Extraversion, Warmth, and Contentiousness) were yielded for brands with SNS presence. The data also produced six dimensions (i.e. Openness, Sincerity, Extraversion, Competence, Agreeableness, and Ruggedness) for brands without SNS presence. The results show that brands with which consumers interact on SNSs have more human-like personalities than brands absent from SNSs, and the personality dimensions affected brand affect and trust to varying degrees.

中文翻译:

品牌在社交网站上的人格结构及其对品牌情感和信任的影响:品牌拟人化的证据

摘要 本研究使用韩国样本探讨了社交网站 (SNS) 上品牌的个性维度。通过一系列探索性和验证性因素分析,得出了 SNS 存在品牌的六个维度(即开放性、尽责性、宜人性、外向性、温暖性和争议性)。该数据还为没有 SNS 存在的品牌生​​成了六个维度(即开放性、真诚性、外向性、能力、宜人性和坚固性)。结果表明,与消费者在 SNS 上互动的品牌比没有 SNS 的品牌具有更多的类人个性,个性维度对品牌影响和信任有不同程度的影响。
更新日期:2017-08-16
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