브랜드 개성이 제품 개성에 미치는 영향에 대한 연구

Abstract

A cross-cultural study was carried out in Germany and in South Korea in order to investigate the relationship between brand personality and product personality facilitating the three dimensions of personality agreeableness, excitement, and extroversion. Two pairs of shoes were prepared across categories of product function symbolic (a pair of high-heeled shoes) versus utilitarian (a pair of sport shoes). In experiments, each pair of shoes was labeled as a luxury brand (