Study on the Enneagram Model of Brand Personality
Zhiwei Xu, Jing Huang
Available Online July 2013.
- https://doi.org/10.2991/icssr-13.2013.55How to use a DOI?
- brand personality; enneagram; personality transformation
- Focusing on the study of brand personality, this paper combines enneagram and marketing, and forecasts the buying propensity and brand choice of people with different personalities using the enneagram. It shows through experimental verification and SPSS software analysis that Models H1a, H2a, H2b, H2c, H4a, and H4b are established, which demonstrates the effect of the similarity between a brand and a personality on brand choice.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Zhiwei Xu AU - Jing Huang PY - 2013/07 DA - 2013/07 TI - Study on the Enneagram Model of Brand Personality BT - 2nd International Conference on Science and Social Research (ICSSR 2013) PB - Atlantis Press SN - 1951-6851 UR - https://doi.org/10.2991/icssr-13.2013.55 DO - https://doi.org/10.2991/icssr-13.2013.55 ID - Xu2013/07 ER -