中文摘要：

通过选择数码相机市场，运用问卷调查法，比较了用户对品牌个性感知的差异。进一步，利用生活方式区分了不同使用者的特征，比较了不同使用者选择的品牌个性是否存在差异。结果表明，对于数码相机来说，按品牌个，l生可以划分为真挚胜任、坚固、精致和刺激四个维度，不同的品牌具有不同的品牌个性；对于消费者来说，按生活方式可以划分为中庸领导者、工作社交者、自得其乐者、时尚工作者和传统时尚兼顾者。生活方式不同，消费者青睐的品牌个性也不同。

英文摘要：

This paper employs survey research and investigates consumers of Chinese digital camera market. By measuring their life styles and perceptions of brand personalities, the authors compare the differences between them. The results show that brand personality is viable across different brands; consumers could be segmented into different groups according to their life styles. Consumers living in different styles prefer corresponding brand personalities.