1、南京師范大學碩士學位論文大學生自我概念與品牌個性的關系研究姓名：劉楓申請學位級別：碩士專業(yè)：心理學；發(fā)展教育心理學指導教師：丁家永2009-03摘要 ⅣAbstract Self-concept is an dynamic mental structure which can spring,explain,organize,transfer,adjust the behavior and activity that inn

2、er or outer.Under the business environment self-concept of undergraduate is a consciousness while students take themselves as external object during the consumption progress.And the consciousness has an important impact

3、on undergraduates’ mentality and behavior.On the other hand the definition of brand personality is associated with special characteristics of its users.Based on the Big Five Model of Personality,Jenniffer Aaker developed

4、 a Brand personality dimension scale(BDS).In all if the self-concepts of undergraduates are compatible with the brand personality,the relationship between them will trigger off the final consume behavior. Based on some c

5、orrelative researches,this study investigate some undergraduates which come from the four universities in Nanjing.The statistic analysis of a sample of 516 undergraduates shows the following results: (1)The undergraduate

6、s’ self-concepts under consume environment are consisit of Structural Self-concept,Rational Slelf-concept,Mature Self-concept and Expressive Self-concept. (2)The level of grade have a big influence on Structural Self-con

7、cept.The level of expenditure influence Rational Slelf-concept and Expressive Self-concept obviously. At the same time Mature Self-concept of different universities, grades and genders are difference. (3)The four types o

8、f brand personality that is attractive in undergraduates’ opinions are Exciting,Realible,Ruggedness,Benefit. (4)While appraising brands of mobile phone,students of Expressive Self-concept pay more attention to Exciting o

9、ne type of brand personality.Because of characters of drink industry,curves of grading from all students are smooth.We find the same phenomena during appraising clothes’ brands.As to brands from notebook PC industry, Rea