عنوان فایل ترجمه فارسی: مقیاس جدیدی از شخصیت علامت تجاری.
عنوان نسخه انگلیسی: A new measure of brand personality
مرتبط با رشته : مدیریت
تعداد صفحات مقاله فارسی: ۳۱ صفحه
کلیدواژه: شخصیت علامت تجاری، نگرش برند، توسعه مقیاس، اعتبار مقیاس، صحت مقیاس
این فایل ترجمه شده به صورت ورد word است و دارای امکان ویرایش می باشد.
و دریافت رایگان متون لاتین در قسمت پایین با فرمت pdf آمده دانلود است.
قسمتی از متن انگلیسی:
Aaker (1997, pp. 347) defined brand
personality as “the set of human characteristics associated with a
brand”. So, in contrast to psychologists, Aaker defines personality in
terms of characteristics instead of traits. To construct a brand
personality scale, Aaker (1997) started from Big Five items, but
completed them with, amongst other things, socio-demographic
characteristics. Consequently, whereas Big Five researchers deliberately
exclude gender and social class (McCrae & Costa, 1997), Aaker
includes feminine, upper class, young, etc. Other researchers adopted
Aaker’s definition. They admitted that not all of their items are real
personality traits and came up with items such as good-looking, healthy,
old, new, heavy, and big (Sung & Tinkham, 2005) or costeffective
and financially stable (Venable, Rose, Bush, & Gilbert, 2005). By
relaxing the definition of brand personality, Aaker’s scale mixes up
sender and receiver aspects and embraces a mix of the different identity
concepts. For example, ‘the brand as a person’ from Aaker and
Joachimsthaler’s model (2000) is mixed up with ‘the brand as a product’
and the ‘brand as a symbol’. Also, with respect to Keller’s framework
(Keller, 2008), ‘brand personality’ merges with ‘user profiles’.
Considering Kapferer’s identity prism (Kapferer, 2008), Aaker’s scale
also pertains to inner values (Culture), physical traits (Physique), and
typical user characteristics (Reflection) (Azoulay & Kapferer,
2003).
