品牌个性及其对消费者购买决策的影响

企业品牌是产品功能价值和情感象征价值的复合体,企业只有将二者完美结合才能实现价值最大化,利润最大化。其中情感象征价值的核心就是产品所具有的独特的个性——品牌个性,即"由某一品牌联想出来的一组人类特征"。正是这种个性不可逆转地让企业获取了市场中的高额利润和大批的忠诚顾客。     

基于消费者自我概念塑造品牌个性理论研究

随着市场竞争的激烈,产品同质化的程度越来越高,塑造鲜明的品牌个性成为企业彰显市场地位的主要手段。消费者是品牌个性的直接体验者,抓住了消费者的本质,就会塑造成功的品牌个性。所以,本文从消费者自我概念与品牌个性关系角度出发,提出了塑造品牌个性的三点意见。     

基于中国市场的品牌个性研究

品牌个性对于品牌塑造和管理具有重要意义,然而文化的差异会造成品牌个性维度或其表现的不同,西方关于品牌个性的研究结果不宜简单照搬到中国市场中来。而在中国市场环境下,品牌个性的研究到底呈现了哪些特殊之处,这方面的研究和总结尚十分缺乏。本文通过分析总结一系列中国背景的相关的实证研究,发现中国消费者对品牌个性的认知不够细致,因而西方的品牌个性量表在中国市场缺乏普适性;同时对实证研究的横向分析发现,产品类别对品牌个性的维度也有很大影响;此外,除了高价值和象征意义强的产品,一些日常消费品也在中国市场呈现出一定的品牌集中度;"自我概念一致性"理论有很强的普适性,并且这种一致性可以扩展到生活方式、自我个性等范畴。     

文化背景差异与消费者自我品牌联系

本文以"文化因素"为变量,采用定性分析的方法,阐述文化背景差异如何影响消费者自我品牌联系的形成,并在此基础上提出了适当的营销启示。     

消费者自我概念结构维度对品牌个性的相对影响力研究

文章实证调查了消费者自我概念结构维度对品牌个性的相对影响力。问卷调查数据分析显示,在三个被研究的自我概念维度中,实际的自我概念对品牌个性具有最显著的积极影响;社会的自我概念对品牌个性也具有显著的积极影响。而理想的自我概念对品牌个性的影响未获统计学意义上的支持。另外,文章也获得品牌个性显著影响消费者品牌购买和品牌口传意图的实验证据,这些研究结果能够为实施基于消费者自我概念的品牌个性战略提供启示。     

公益营销、消费者品牌态度与购买意愿关系分析

公益营销是一种高效的企业营销模式,本文分析了公益营销的基本运作模式及公益营销中各主体之间的内在联系.文章以菲什宾模型为基础,构建企业公益营销与消费者品牌态度及购买意愿之间的相关性分析模型,数据分析结果表明模型的信度值和效度值指标均超过了最低值,各变量之间的相关性程度较高;而针对于消费者品牌态度和购买意愿的回归分析结果显...     

自我概念-品牌个性一致性与品牌喜爱性及消费行为的关系

本文运用实证研究方法研究了自我概念-品牌个性一致性与品牌喜爱性及消费行为的关系.结果证实了笔者的假设自我概念-品牌个性一致性、品牌喜爱性及消费行为三因素之间存在显著的正相关,且相互之间具有较高的预测性.因此三因素之间的关系不是单向的,而是双向的.     

自我概念-品牌个性一致性、涉入程度对品牌偏好的影响

本文运用实证研究方法研究了自我概念-品牌个性一致性、涉入程度对品牌偏好的影响。结果表明:(1)消费者的自我概念与品牌个性一致性对其品牌偏好有正向影响;(2)消费者的涉入程度对其品牌偏好也有正向影响;(3)消费者的自我概念-品牌个性一致性和涉入程度存在交互作用,对品牌偏好的联合影响力大于任何单一因素;(4)消费者涉入程度对其品牌偏好的影响大于自我概念-品牌个性一致性对品牌偏好的影响。     

自我概念-品牌个性一致性与品牌喜爱性及消费行为的关系

本文运用实证研究方法研究了自我概念-品牌个性一致性与品牌喜爱性及消费行为的关系。结果证实了笔者的假设:自我概念-品牌个性一致性、品牌喜爱性及消费行为三因素之间存在显著的正相关,且相互之间具有较高的预测性。因此三因素之间的关系不是单向的,而是双向的。     

自我概念一致性与品牌偏好关系研究:自我差异的调节作用

本文研究了自我差异对自我概念一致性与品牌偏好关系的调节作用。结果表明,当消费者感知到高水平的自我差异时,理想的自我概念一致性(相比现实的自我概念一致性)对品牌偏好的影响更大;而当消费者感知到低水平的自我差异时,现实的自我概念一致性(相比理想的自我概念一致性)对品牌偏好的影响更大。因此,企业不仅要深刻认识到消费者自我概念在品牌个性塑造中的重要性,而且必须将自我概念一致性与自我差异相结合,针对消费者不同自我差异水平进行品牌个性的细化塑造。     

An Investigation of Attitude Toward the Brand,Commitment, and True Brand Loyalty in a Cross-Cultural Context

Abstract

This study utilized data from two geographically separated cultures to investigate relationships involving antecedents to true brand loyalty. A relationship between the consumer's attitude toward the brand and a measure of expressed commitment was found to explain a significant percentage of the variance in commitment. A relationship between commitment and true brand loyalty also was found significant. Both relationships vary somewhat by product and culture. No evidence was found, however, suggesting that they could not be considered generalizable. The underlying components of brand attitude were found to vary by product and country. The culturally related differences-espe-cially those pertaining to the composition and meaning of the underlying components-have interesting managerial implications.     

品牌拟人形象性别一致性和品牌态度关系研究：品牌热情与能力类型的调节作用

三个实验检验了品牌拟人形象性别与目标消费者性别一致性的积极效应以及品牌热情能力定位对其的调节作用。结果表明：出于社会认同动机,当性别刻板印象未被激活时,消费者对于拟人形象和自身性别一致的品牌态度更加积极。而当性别热情能力刻板印象被激活时,性别一致性的积极效应被品牌热情能力定位调节。具体而言,对于男性消费者,相对于能力型品牌,热情型品牌由于和男性高能力低热情刻板印象不同,男性消费者对男性拟人形象的社会认同降低,品牌拟人形象与消费者性别一致性对社会认同和品牌态度的积极效应消失;而对于女性消费者,与传统刻板印象相反的高能力低热情的女性拟人形象并未对她们的社会认同及品牌态度产生负面影响。     

Creating Online Brand Personality: The Role of Personal Difference

This study explores the concept of online brand personality, creation of online brand personality, and the role of personal difference in terms of advertising effectiveness – memory and attitude. The primary research question is whether individual's matching personality to online brand creates different responses toward online brand in terms of advertising effectiveness, such as memory, attitude and behavior. The results found that: first, website structure is an important factor on subjects' attitude toward the website; second, individual's personality is an important moderator on the effects of website structure; and third, individual's personality and brand personality have a significant interaction effect on attitude and behavioral intention.     

消费认同对品牌购买意愿的影响

消费者经常被与其社会身份相关联的产品和品牌所吸引,本文引入消费认同概念,试图揭示消费认同对品牌购买的影响机制。研究结果表明：消费认同、积极情感、否认态度对品牌选择意愿有显著正向影响,积极情感、否认态度在消费认同与品牌购买意愿之间起显著中介作用,品牌自我一致性在否认态度与品牌购买意愿之间起显著调节效应。     

How to Influence the Brand Attitude of the Audience by Micro-Films

Internet media is widely spread and able to instantly share messages. This feature accelerates the prevalence of using micro-film as a compelling tool for branding. Based on the storytelling theory of emotional responses, sympathy and empathy, and the persuasion theory of elaboration likelihood model, this study develops hypotheses to test the relationship between the storytelling power embedded in micro-films on brand attitude and the moderating effect of cognitive involvement on the overall effect. The data collected from YouTube users in Taiwan has confirmed the positive relationship between sympathy and empathy on brand attitude, and the moderating effect of cognitive involvement. Implications are discussed.     

Brand Personality Usage in Crisis Communication in Facebook

This study examines the role of brand personality in organizational crisis communication within the context of social media. Content analysis methods are employed to analyze brands' official Facebook posts pre- and post-crisis for a period of 7 months. Relationship maintenance strategies are examined through the lens of two sincere brands (Chick-fil-A and Susan G. Komen for the Cure) and two exciting brands (Netflix and Facebook). Findings demonstrate that organizations communicate with the public about a crisis differently depending on their products' brand personalities, both pre- and post-crisis. Findings indicated that sincere brands were more active in the management of crises by increasing networking strategy and decreasing positivity strategy. In contrast, exciting brands were relatively passive in crisis response communications, sustaining instead such pre-crisis strategies as openness. At the conclusion of this study, implications and future research are discussed.     

Consumer Attitudes toward Online Advertising: The Moderating Role of Personality

This study investigates how consumer attitudes toward advertising in general affect their attitudes toward online advertising. It also investigates the moderating role of the personality traits of introversion and extroversion in explaining this relationship. An online survey is used to collect data from a convenience sample of 244 respondents living in Canada. Results show that attitude toward advertising in general has a positive and significant impact on attitude toward online advertising. Introversion is found to have no moderating impact on the relationship between both attitudes. However, extroversion moderates this relationship.