韩中日三国本土化品牌个性维度的一致性和差异性 - 基于文化价值五大模型、人格五大模型和需求理论视角 -
An Observational Approach to Similarities and Differences of Korean-based, Chinese-based and Japanese-based Dimensions of Brand Personality
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초록
The three literatures of this study which developed for Korean, Chinese and Japanese-based dimensions of brand personality and thus, may provide a understanding about for cultural similarities and differences in Korea, China and Japan. First, the similar dimensions found is “Sincerity”(仁) compared with three nations. These similar dimensions are in accordance with “Conservatism”(cultural value), “Agreeableness”(personality trait) and “social need”(need theory). The presence of “Sincerity”(仁) dimension of three national based brand personality may reflect the visibility that obedience, maintaining harmony and interdependence has in Asian cultures. Second, the different dimension found is “Ruggedness” compared with three nations. It was not found “Ruggedness” personality dimension in Korean and Japanese, on the other hand, it was found “勇”(Ruggedness) personality dimension in Chinese. In the view of personality trait big five and need theory, the Chinese has relatively higher value on “social needs” and “masculinity” as compared with Korean and Japanese.
Abstract
The three literatures of this study which developed for Korean, Chinese and Japanese-based dimensions of brand personality and thus, may provide a understanding about for cultural similarities and differences in Korea, China and Japan. First, the similar dimensions found is “Sincerity”(仁) compared with three nations. These similar dimensions are in accordance with “Conservatism”(cultural value), “Agreeableness”(personality trait) and “social need”(need theory). The presence of “Sincerity”(仁) dimension of three national based brand personality may reflect the visibility that obedience, maintaining harmony and interdependence has in Asian cultures. Second, the different dimension found is “Ruggedness” compared with three nations. It was not found “Ruggedness” personality dimension in Korean and Japanese, on the other hand, it was found “勇”(Ruggedness) personality dimension in Chinese. In the view of personality trait big five and need theory, the Chinese has relatively higher value on “social needs” and “masculinity” as compared with Korean and Japanese.
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