消费者品牌广告共鸣的内容、结构及其影响研究

品牌广告共鸣实质上体现了消费者与广告中品牌的一种紧密的心理联系,通过与品牌的情感互动,消费者会感觉到该品牌能够反映自己的情感并且可以通过该品牌为媒介与其他人进行交流,因此会增强消费者对品牌的认同和依赖,获得较高的品牌忠诚度.本研究发现消费者对广告中品牌的共鸣实际上体现为消费者对广告中的品牌理念、代言人、广告形式、广告场景的共鸣四方面,本文把这四方面命名为理念分享、形式欣赏、人物认同、场景相识,并且验证了消费者对这四方面的共鸣对品牌认知、品牌偏好产生显著正面作用,从而影响消费者对品牌的购买意愿.

Research on the content, structure of consumer' s resonance with brand advertising and its influence

the consumer’ s resonance with brand advertising,essentially,reflects a close psychological contact between consumer and brand.Through the emotional interaction with the brand,consumers will feel the brand to reflect their feelings and can exchange with others through the brand media and others.Therefore,the cconsumer’ s resonance can enhance the brand recognition and dependence,and acquiring a higher brand loyalty.On this paper,the author found that consumer resonance with the brand ads is actually reflected on the brand idea,spokesperson,advertising,advertising scene, and there are named as idea sharing,form appreciation,people recognition,scene familiar.The author verified the consumer’ s resonance will have a significant positive effect on consumer’s brand awareness,brand preference,which affects consumer willingness to buy the brand.