摘要
当前微信公众号已成为企业品牌管理的新型平台。从理论上分析了企业微信公众号中消费者品牌契合与品牌价值间的关系。根据对三只松鼠微信公众号用户的调查数据,经实证检验发现,消费者从公众号中获得的体验价值促进了品牌契合的形成,对消费者品牌价值创造和品牌价值提升具有积极影响;消费者品牌价值创造在品牌契合与品牌价值之间起中介作用,社区支持感起正向调节作用。企业要重视公众号对品牌价值的积极影响,提高消费者的品牌契合;增强消费者的社区支持感,强化品牌契合对消费者品牌价值创造的积极效应。
Currently, WeChat public account has become a new platform for corporate brand management. This paper theoretically analyzes the relationship between consumer brand fit and brand value in the enterprises＇ WeChat public accounts. According to the survey data of the users of the WeChat public account of the brand ＂Three Squirrels＂ , this paper conducts an empirical test. The findings show that the experience value that consumers obtained from the public account can promote the formation of brand fit, and has a positive impact on the value creation of consumer brand and the improvement of brand value. The value creation of consumer brand can play an intermediary role between brand fit and brand value, and the sense of community support can play a positive regulatory role. Enterprises should pay attention to the positive impact of the public accounts on the brand value, increase consumer brand fit, enhance the sense of community support of consumers, and strengthen the positive effect of brand fit on the value creation of consumer brands.
作者
郭爱云
杜德斌
GUO Ai-yun;DU De-bin(Beijing Forestry University, Beijing 100083;Beijing University of Agriculture, Beijing 102206, China)
出处
《江西财经大学学报》
CSSCI
北大核心
2018年第3期40-49,共10页
Journal of Jiangxi University of Finance and Economics
基金
北京林业大学热点追踪项目"基于国家公园体制建设多重目标的利益相关者研究"(2016BLRD06)
