Abstract: 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.

Key words: online fashion brand, personality communication, personality dimensions, lens model, ", Big Five", personality traits