摘要
消费者的品牌对抗忠诚是通过对竞争品牌及其消费者的反对,来表现对依恋品牌忠诚的行为。它削弱竞争品牌,增强企业品牌资产,是企业持续保持竞争优势的关键。本文采用自我概念-品牌形象一致性、品牌依恋、心理距离三个因素论证消费者品牌对抗忠诚形成机制。结果表明:自我概念-品牌形象一致性对品牌对抗忠诚存在正向影响;自我概念-品牌形象一致性对品牌依恋存在正向影响;品牌依恋对品牌对抗忠诚存在正向影响;品牌依恋在自我概念-品牌形象一致性与品牌对抗忠诚关系中起到完全中介作用;近社会距离情境下,品牌依恋对品牌对抗忠诚的关系将被削弱;远社会距离的情境下,品牌依恋对品牌对抗忠诚的关系将被增强。
The consumer＇s brand oppositional loyalty demonstrates the behavior of the attachment brand loyalty by opposing competitive brands and their consumers. It weakeneds the competitive enterprise brand, enhances the enterprise brand assets, and it is the key for the enterprises to continuously maintain a competitive advantage. In this paper, we use self-concept - brand image consistency, brand attachment, psychological distance three factors to demonstrate the formation of consumer brand loyalty mechanism. The results show that the self-concept - brand image consistency has a positive impact on brand loyalty; self-concept-brand image consistency has a positive relationship to brand attachment; brand attachment has a positive impact on brand loyalty; brand attachment plays a full intermediary role in the relationship between self-concept-brand identity and brand confrontation loyalty; in the context of social distance, the relationship between brand attachment and brand confrontation loyalty will be weakened; far from the social context, the brand attachment to the brand loyalty relationship will be enhanced. The conclusion of this paper has not only theoretical value, but also has important practical significance in increasing the development of enterprise assets and brand strategy.
作者
杨爽
郭昭宇
YANG Shuang GUO Zhao-yu(School of Business Hunan Normal University, Changsha 410081, Hunan, China)
出处
《消费经济》
北大核心
2017年第3期69-76,共8页
Consumer Economics
基金
湖南省社科基金项目(13YBA213)
关键词
品牌依恋
品牌对抗忠诚
社会距离
时间距离
Brand Attachment
Brand Confrontation Loyalty
Social Distance
Time Distance
