How to Construct Brand Personality for Chinese Animation
Shenglin Xu, Nan Jiang, Li Zhang
Available Online 6 April 2020.
- https://doi.org/10.2991/aebmr.k.200402.028How to use a DOI?
- brand personality, personality dimension, entropy method, sentiment analysis
- This research explored how to build brand personality of Chinese animation by taking Chinese animation movies as samples, mining user preferences from online critic reviews. Based on the existing research results of Chinese brand personality, this paper discussed whether “benevolence”, “wisdom”, “courage”, “happiness” and “elegance” were suitable to express Chinese animation brand personality by means of entropy weight method and text emotion analysis method. Then, according to the empirical results, this paper gives some suggestions on the construction of Chinese animation brand personality, which can provide reference for the construction of Chinese animation brand.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Shenglin Xu AU - Nan Jiang AU - Li Zhang PY - 2020 DA - 2020/04/06 TI - How to Construct Brand Personality for Chinese Animation BT - Proceedings of the 3rd International Conference on Advances in Management Science and Engineering (IC-AMSE 2020) PB - Atlantis Press SP - 158 EP - 164 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.200402.028 DO - https://doi.org/10.2991/aebmr.k.200402.028 ID - Xu2020 ER -