Influence of Brand Personality Perception of Sports Lottery on Intention of Buying Sports Lottery —Taking Guangdong Province as an Example

Based on theory of brand personality,this paper made an empirical study on the brand personality traits of sports lottery and the influence of its perception on the intention of buying sports lottery.The result showed that consumers' perception of the brand personality of sports lottery can be divided into two dimensions of the "sports lottery characteristics" and "male".One of the perceptions of "sports lottery characteristics" has a positive effect on purchasing intention,and the regulatory role played by utilitarian and frequency of buying sports lottery in the relationship was also analyzed.Combined with the research results,some recommendations accordingly to the marketing management of sports lottery are put forwarded.The result of this paper has important theoretical significance for the brand-building work of sports lottery.