Research of on-line fashion brand personality

Under the background of raising information technology and living standard,emotional consumption and on-line shopping market share is growing quickly.How to keep the competitiveness and brand personality is a core task during the process of on-line brand establishment and development.This research is focusing on the brand personality,″Big Five″ personality traits and affective communication of B2C on-line brand,on the basis of brand personality theory and Brunswick lens model,an on-line brand affective communication model is established.In order to explain the utilization of this model,the paper conducted an empirical research on a B2C on-line brand(V brand) of China,getting a judgment of the accuracy of brand personality recognition and proposing suggestion on how to improve the quality of affective communication for the on-line brand.