摘要
本论文探讨了功能暗示性品牌名称和吉利暗示性品牌名称如何影响消费者对不同产品类型(实用型vs.享乐型)的态度与决策。在此基础上,鉴于中国消费者独特的心理特点,提出消费者个体对于命运的信念也会影响其对于两种暗示性品牌名称的态度和决策。本研究选择全日制大学生和MBA群体为研究对象,通过情境模拟实验法,揭示了两种暗示性品牌名称在消费者决策中权重的产品差异。实验结果显示产品类型和消费者个体对于命运的信念的调节作用。具体来说,在实用型产品决策中,功能暗示性品牌名称比吉利暗示性品牌名称更加有效,并且这两种品牌名称有效性差异在消费者相信命运信念较低时的情况下更为显著。而在享乐型产品决策中,吉利暗示性品牌名称比功能暗示性品牌名称更加有效,这种差异在消费者相信命运信念更高的情况下更为显著。
There are many different ways of brand naming method.The choice of a brand name has been suggested to be a crucial decision for the company.Brand name is considered as a major asset for a firm.A good brand name can enhance brand awareness,help create a favorable brand image and serve as an important means to build brand equity.Recognizing the important and complex role of brand names as part of an effective strategy,several different possible criteria have been proposed to choose the right and proper brand name.One emerging research area in branding is about the suggestiveness of brand names.In the real market,there are a lot of suggestive brand names which either indicate their unique superior functions(function-suggestive brand name)or bring good luck(fate-suggestive brand name)to the consumers.Although previous research has investigated the effect of either function-suggestive brand name or fate-suggestive brand name on consumer evaluations,little research has compared the relative effectiveness of function-suggestive brand name and fate-suggestive brand name on consumer decision-making within one framework.As such,the current research aims to investigate examine the moderating roles of product type(i.e.,utilitarian product and hedonic product)and consumer idiosyncratic factor(i.e.,belief in fate)on the relationship between suggestive brand name and consumer responses.Two experiments were proposed to examine the moderating roles of product type and consumer idiosyncratic factor on the relationship between suggestive brand name and consumer responses.Specifically,we hypothesize that the function-suggestive(vs.fate-suggestive)brand name is more effective when consumers make utilitarian(vs.hedonic)product decisions,and low(vs.high)belief in fate level led participants to rely more on function-suggestive(vs.fate-suggestive)brand name.Specifically,the function-suggestive(vs.fate-suggestive)brand name would only lead to more favorable ad attitudes,brand attitudes and purchase intention among utilitarian product(vs.h
作者
孙瑾
陈静
毛晗舒
SUN Jin;CHEN Jing;MAO Han-shu(University of International Business and Economics,Beijing,100029,China)
出处
《经济管理》
CSSCI
北大核心
2019年第1期122-136,共15页
Business and Management Journal ( BMJ )
基金
国家自然科学基金项目"新型社会化媒体背景下消费者决策行为研究"(71772040)
对外经济贸易大学杰出青年学者专项资金"专家评论和普通消费者口碑差异化影响研究"(17JQ03)
中央高校基本科研业务费专项资金"全球化
数字化和移动社交背景下的品牌与消费者行为研究创新团队"(CXTD9-03)
