摘要
已有研究大都把品牌的象征形象视作一个单维的构念,并未对品牌代表的象征意义的丰富性及其性质的差异予以重点关注。从消费者的视角,以心理学和社会心理学的自我理论为基础,通过文献整理和归纳,将品牌的象征形象区分为个人形象、社会形象、关系形象和集体形象4个维度,通过问卷调查和回归分析研究这些不同性质的象征形象如何作用于消费者的品牌忠诚。研究结果表明,品牌的象征形象总体上可以通过品牌涉入、自我-品牌联结和品牌信任的中介作用对消费者的品牌忠诚产生积极的影响,品牌象征形象的4个维度均对消费者的自我-品牌联结有显著的正向作用,个人形象和集体形象对品牌涉入有显著的正向作用,个人形象、社会形象和关系形象对品牌信任也有显著的正向作用,品牌涉入、自我-品牌联结和品牌信任可以直接促进消费者的品牌忠诚。
Existing researches frequently consider symbolic image of brand as one-dimensional construct, they have neglected the abundance as well as the characteristics of symbolic meanings which are conveyed by the brand. From the perspective of consumer, based on ＂serf＂ theory derived from social psychology and psychology, Our research divides symbolic image of brand into four dimensions ： personal, social, relational and collective. Through survey and regression analysis, we investigate the effects of the four dimensions of symbolic image on consumer＇s brand loyalty. Our research shows that through the mediation of brand involvement, brand trust and serf-brand connection, symbolic image of brand positively influence brand loyalty. Speaking concretely, all the four dimensions of symbolic image positively influence consumer＇s serf-brand connections, at the same time, both the personal and collective image positively influence brand involvement, and all the personal, social and relational image positively influence brand trust. And brand involvement, self-brand connections and brand trust can accelerate consumer＇s brand loyalty directly.
出处
《管理科学》
CSSCI
北大核心
2011年第4期41-53,共13页
Journal of Management Science
基金
国家自然科学基金(70672069)
教育部社会科学研究基金(06JA630050)~~
