近年來品牌個性漸漸成為一個熱門的議題，愈來愈多學者研究品牌個性的前因，也就是形成品牌個性的影響因素，但很少學者針對品牌個性的影響結果作研究，所以本篇論文希望針對品牌個性所造成的影響結果做探討。本篇論文的第一個研究主題為探討品牌個性對消費者品牌態度及品牌選擇的影饗。此外，第二個研究主題為探討消費者對於一個品牌的態度是否會影響選擇購買此品牌的意願。而最後一個研究主題則為探討價格折扣是否會削弱品牌個性對消費者品牌態度及品牌選擇的影響。
此篇研究採用5 (品牌個性─誠懇、興奮、能力、細緻、粗獷) × 2 (折扣強度─強、弱) × 2 (折扣頻率─高、低) 的實驗設計。問卷設計為網路問卷，問卷連結張貼在成功大學及台灣大學的電子佈告欄上，問卷填答者主要為學生族群。資料分析方法主要為T檢定、Duncan T檢定、迴歸分析及線性結構方程模式。研究結果如下：
1. 品牌個性會顯著影響消費者對品牌的態度及選擇購買此品牌的意願。
2. 若消費者對於一個品牌的態度愈高，則消費者選擇購買此品牌的意願愈高。
3. 較深的價格折扣會削弱品牌個性對於消費者品牌態度及選擇此品牌意願的正面影響。
4. 較頻繁的價格折扣會削弱品牌個性對於消費者品牌態度及選擇此品牌意願的正面影響。

Brand personality is a concept that many researchers pay attention to recently. Most researches discussing brand personality were focused on brand personality’s antecedents, but few researches studied the consequences of brand personality. Therefore, the first research objective is to examine brand personality’s consequences, including consumer brand attitude and brand choice. We also examine if consumers’ attitude toward the brand will affect their willingness to choose the brand. And the last research objective is to check if price discount will affect brand personality’s influence on brand attitude and brand choice. The hypotheses were tested by using a 5 (brand personality—sincerity, excitement, competence, sophistication, and ruggedness) × 2 (discount frequency—high and low) × 2 (discount magnitude—deep and shallow) experiment design. The results of the study are as follows:
1. Brand personality will influence consumers’ attitude toward the brand and also their willingness to choose the brand.
2. If consumers perceive a better attitude toward a brand, they will be more willing to choose the brand.
3. Deep discount will weaken brand personality’s positive influence on consumers’ attitude toward the brand and will also lower their willingness to choose the brand choice.
4. High frequency discount will weaken brand personality’s positive influence on consumers’ attitude toward the brand and will also lower their willingness to choose the brand choice.

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