How to Construct Brand Personality for Chinese Animation

DOI

10.2991/aebmr.k.200402.028How to use a DOI?

Keywords

brand personality, personality dimension, entropy method, sentiment analysis

Abstract

This research explored how to build brand personality of Chinese animation by taking Chinese animation movies as samples, mining user preferences from online critic reviews. Based on the existing research results of Chinese brand personality, this paper discussed whether “benevolence”, “wisdom”, “courage”, “happiness” and “elegance” were suitable to express Chinese animation brand personality by means of entropy weight method and text emotion analysis method. Then, according to the empirical results, this paper gives some suggestions on the construction of Chinese animation brand personality, which can provide reference for the construction of Chinese animation brand.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Shenglin Xu
AU  - Nan Jiang
AU  - Li Zhang
PY  - 2020
DA  - 2020/04/06
TI  - How to Construct Brand Personality for Chinese Animation
BT  - Proceedings of the 3rd International Conference on Advances in Management Science and Engineering (IC-AMSE 2020)
PB  - Atlantis Press
SP  - 158
EP  - 164
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200402.028
DO  - 10.2991/aebmr.k.200402.028
ID  - Xu2020
ER  -