摘要
随着经济的发展,消费者的消费观念在不断变化,如今的消费正从交换价值向符号价值转变,符号消费变得越来越重要。因此,将品牌赋予符号价值从而增加一定的文化意义,是企业进行品牌建设的关键。本文将定性研究和定量研究相结合,首先借助扎根理论的研究方法,抽象出传统文化元素融入情境下品牌认知的基本概念模型并提出相关假设,其次运用实证研究的方法进行假设验证。研究结果表明,品牌个性、文化意境、生活情趣、文化内涵通过品牌联想和品牌情感间接影响品牌忠诚,品牌联想对品牌情感和品牌忠诚具有显著的影响作用。
With the development of economy,the consumption concept of consumers is constantly changing.Current consumption is confronted with the transformation of exchange value to symbolic value.Symbol consumption plays more and more important role in our daily life.Therefore,it is important for an enterprise to build a brand by endowing the brand with symbolic value and affluent cultural meanings.Through the combination of qualitative research and quantitative research,firstly research method of grounded theory is used to abstract the basic conceptual model of brand cognition under the integration of traditional cultural elements,and then relevant hypotheses are proposed.Secondly,hypothesis testing is conducted by means of empirical research.The results show that brand personality,cultural artistic conception,life interest and cultural connotation indirectly affect brand loyalty through brand association and brand affect.Brand association has a significant influence on brand affect and brand loyalty.
出处
《企业经济》
北大核心
2019年第7期83-91,共9页
Enterprise Economy
基金
国家社会科学基金项目“符号学视阈下中国传统文化元素的品牌呈现方式与传播策略研究”(项目编号:16BGL090)
国家自然科学基金面上项目“品牌形象、来源国形象和自我形象对消费者品牌偏好的影响机制研究”(项目编号:71472181)
关键词
品牌认知
传统文化元素
品牌文化
文化意境
品牌忠诚
brand cognition
traditional culture elements
brand culture
culture artistic conception
brand loyalty
