Proceedings of the 2nd International Conference on Science and Social Research (ICSSR 2013)

Study on the Enneagram Model of Brand Personality

Authors
Zhiwei Xu, Jing Huang
Corresponding Author
Zhiwei Xu
Available Online July 2013.
DOI
https://doi.org/10.2991/icssr-13.2013.55How to use a DOI?
Keywords
brand personality; enneagram; personality transformation
Abstract
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.
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Proceedings
2nd International Conference on Science and Social Research (ICSSR 2013)
Part of series
Advances in Intelligent Systems Research
Publication Date
July 2013
ISBN
978-90-78677-75-8
ISSN
1951-6851
DOI
https://doi.org/10.2991/icssr-13.2013.55How to use a DOI?
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  -