Proceedings of the 3rd International Conference on Advances in Management Science and Engineering (IC-AMSE 2020)

How to Construct Brand Personality for Chinese Animation

Authors
Shenglin Xu, Nan Jiang, Li Zhang
Corresponding Author
Li Zhang
Available Online 6 April 2020.
DOI
https://doi.org/10.2991/aebmr.k.200402.028How to use a DOI?
Keywords
brand personality, personality dimension, entropy method, sentiment analysis
Abstract
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.

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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  -