中国文化背景中的消费者-品牌关系:理论建构与实证研究

借用本土人际关系理论对中国消费者-品牌关系进行了理论建构,认为存在四种基本的品牌关系类型"家人关系"、"好朋友关系"、"合作伙伴关系"和"熟人关系",可以揭示并描述品牌关系的差异。作者通过两个研究验证了理论建构的合理性:研究1初步显示本土人际关系隐喻适用于中国消费者对品牌关系评价的情境;研究2进一步验证了品牌关系类型与品牌关系质量具有良好的同时效度。

Consumer-Brand Relationships in the Context of Chinese Culture: Theoretical Construct and Emprical Study

Using the theory of indigenous interpersonal relationship and the metaphor of the brand-as-relationship-partner(BARP),the authors develop the theoretical construct of consumer-brand relationship in Chinese context and raise a framework dimensioning brand relationship that consists of four basic types including "family","good friend","cooperation partner",and "acquaintance".This article reports the findings of two studies that show the acceptability of the theoretical construct.In study 1,the authors examine the relationship metaphor that adapts to evaluate the consumer-brand relationship in Chinese context.In study 2,the authors further examine the concurrent validity between brand relationship types and brand relationship quality,and demonstrate the predictive capacity of brand relationship types to evaluate overall brand equity and its outcomes.The type of "family" shows the strongest effect at the high-relationship level,while the type is "good friend" at the low-relationship level.