婦人下着ブランドのブランド・パーソナリティ : 消費者の評価する便益のタイプとその影響

Abstract

This study tries to reveal how types of consumer benefits influence on brand personality of women's lingerie brand. As consumer benefit is one of the key factors of brand knowledge, it is assumed that the type of that has influence on brand personality which is the whole picture of how consumers perceive the consumer-brand relationships. In order to investigate above assumption, survey results are analyzed. This survey is conducted and asked about brand attitude, benefit, brand personality and corporate image of women's lingerie manufacturers.