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

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Study on the Enneagram Model of Brand Personality

Authors
Zhiwei Xu, Jing Huang
Corresponding Author
Zhiwei Xu
Available Online July 2013.
DOI
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.

Copyright
© 2013, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2nd International Conference on Science and Social Research (ICSSR 2013)
Series
Advances in Intelligent Systems Research
Publication Date
July 2013
ISBN
10.2991/icssr-13.2013.55
ISSN
1951-6851
DOI
10.2991/icssr-13.2013.55How to use a DOI?
Copyright
© 2013, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Zhiwei Xu
AU  - Jing Huang
PY  - 2013/07
DA  - 2013/07
TI  - Study on the Enneagram Model of Brand Personality
BT  - Proceedings of the 2nd International Conference on Science and Social Research (ICSSR 2013)
PB  - Atlantis Press
SP  - 250
EP  - 257
SN  - 1951-6851
UR  - https://doi.org/10.2991/icssr-13.2013.55
DO  - 10.2991/icssr-13.2013.55
ID  - Xu2013/07
ER  -