毕业论文（设计）外文翻译题目：店铺环境、消费者自我一致性与零售企业经营绩效的关系研究系专业班学学生姓名：指导教师：毕业论文：外文翻译学生姓名：定稿时间：201203-15年三月外文翻译之一The effect of brand personality and brand identification onbrand loyalty:Applying thetheory of social identification作者：CHUNG K.KIM1;DONGCHUL HAN:SEUNG-BAE PARK国籍：Korea出处：Japanese Psychological Research,2002.10,P:45-48Abstract:This study investigated the effect of brand personality on brand assetmanagement by using the concept of consumers'identification with a brand.The focuswas on one important type of high-technology product,the cellular phone.The authorsdevelop a conceptual framework to explain the effect of brand identification on brandloyalty.The important variables of this framework include the attractiveness of thebrand personality,the distinctiveness of the brand personality,the self-expressivevalue of the brand personality,positive word-of-mouth reports of the brand,and brandloyalty.The empirical results indicated that there are positive relationships betweenattractiveness,distinctiveness,and self-expressive value of brand personality.Theserelationships had a statistically significant effect on consumers'identification with abrand.Furthermore,brand identification had a direct effect on word-of-mouth reportsand an indirect effect on brand loyalty.The theoretical and managerial implications ofthe empirical results are presented,and suggestions are made regarding both thelimitations of the present study and future directions for research.Key words:brand personality,word-of-mouth reports,brand loyalty,socialidentification,self-expression.Research background and objectivesMany companies are trying to get target customers'attention by creating adistinctive brand image for their products.In the United States,promotion of GeneralMotors'Chevrolet truck emphasized the image of "Like a rock,"and that of Canon'sEOS Rebel X camera emphasized the image of independence,dynamism,andbrilliance through the tennis player Andre Agassi.These kinds of humancharacteristics associated with a brand are called"brand personality."The importance of brand personality to consumers'brand loyalty and repurchasing毕业论文：外文翻译学生姓名：抗州商常院定稿时间：2012-03-15behavior has not been widely acknowledged.Only a few researchers,such as Plummer(1985)and David Aaker(1996),have pointed out the importance of brand personality inbuilding competitive advantage and brand loyalty.In short,the issues of why and how brand personalities affect consumers'brandloyalty have not been addressed.The study reported here borrowed the methodologydeveloped by Aaker(1997)to measure some dimensions of brand personality.Thispaper presents a theoretical framework for understanding anyeffects of brand personality on brand asset management.The paper also specifiesconsumers'behaviors in respect of word-of-mouth reports about a brand,and brandloyalty.The specific research objectives of this study were as follows.First,it examinedthe existence of brand personality in the cellular phone market in Korea.Furthermore,the research showed that the self-expressive value and distinctiveness of the brandinfluence the attractiveness of a brand personality.Second,this study investigated anypossible linkage between brand and consumer through the social identification theorydeveloped in social psychology.The concept of social identification relates to aperson's sense of belonging to a certain group or organization(Bhattacharya,Rao,&Glynn,1995;Mael&Ashforth,1992).Third,this study examined the effect of brandidentification on brand loyalty and positive word-of-mouth reports about the brand.The major research subjects of our paper are as follows:1.With what kinds of brand personalities do consumers in Korea associate theircellular phones?2.How does brand personality affect brand loyalty?The latter is broken down into three parts:1.Which aspects of brand personalities are connected to a brand's attractiveness,self-expressive value,and distinctiveness?2.Does the attractiveness of brand personality positively affect the level of brandidentification?3.Does brand identification have a positive effect on the level of brand loyalty andword-of-mouth reports?This study will be of interest both to businesses and academically.In the businessworld,it is expected that the results of studies like the present one will be used todevelop strategies for corporate advertising and store design.Furthermore,it will helpour understanding of how brand personality may be used to enhance customers'self-expression and product differentiation.Academically,studies about brandpersonality have progressed to identifying dimensions of brand personality.Beyondsuch identification,this study,within the framework of social identification,examineshow brand personality affects brand loyalty.Literature review and hypothesesStudies of brand personalityHow human personality affects various aspects of consumer behavior has beenwidely studied,but studies of brand personality began only recently.Plummer(1985)studied how brand personality affects consumers'choice of a soft drink with adistinctive brand image in the United States.Aaker(1996)summarized the role of