论文部分内容阅读
本文从品牌个性的两大来源“基于人”和“基于组织”分析品牌个性塑造的消费者导向和企业导向,提出可以从组织结构特性来分析品牌个性的塑造。借助自我同一性理论及其在组织管理的运用而形成的组织同一性理论,构建了组织结构与品牌个性塑造间相关关系的理论框架。
From the two sources of brand personality “people” and “organization based” analysis of the brand-oriented consumer-oriented consumer-oriented and enterprise-oriented, this paper proposes that the brand personality can be analyzed from the characteristics of organizational structure. Using the theory of self-identity and the organizational identity theory formed through the use of organizational management, the theoretical framework of the relationship between organizational structure and brand personality shaping was constructed.