摘要
可从品牌管理语境审视社会学、文化学领域关于时尚与性别关系的规范性价值判断,引入消费者性别和品牌类别两个调节变量,借鉴荣格原型梦验证方法,利用多行业、多类别品牌调查数据考查时尚品牌性别气质。结果发现,时尚在所有品牌特征变量中表现最为鲜明,具有原型特征和意义;品牌女性和中性气质对品牌时尚性的正向影响远高于品牌男性气质的影响,消费者生理性别对此无调节效应,消费者气质性别仅对品牌女性和男性气质有较弱调节效应,对品牌中性气质无调节效应,显示了品牌性别对品牌时尚作用模式的稳定性;品牌类别调节效应显著,与新品牌相比,老字号时尚性较弱,且受品牌女性和男性气质影响较大,品牌中性气质同样不受调节,因此老字号提升时尚感宜弱化其传统、严肃的男性历史印象,增加品牌女性和中性气质。性别气质的复杂性、生物进化的雌性选择理论可以解释这一商业现象的生物和社会学基础,即为何品牌女性和中性气质对品牌时尚性的影响高于品牌男性气质。这为品牌时尚管理提供了一个性别视角,即营造时尚不仅要在品牌图形、字体、发音、代言人等可见层面进行性别调整,更要全面发挥和协同女性智慧,而这不仅需要女性管理者更多参与,而且需要男性管理者借鉴吸收女性智慧和思维。
From the context of brand management,the authors examine the normative value judgment of fashion and gender relationship in the fields of sociology and culture,introduce such two adjusting variables as consumer gender and brand category,and use the survey data of multi industry and multi category brands to examine the gender image of fashion brands. It is found that:following the verification method of Jung’s"prototype dream",the"fashion"variable has prototype characteristics. The positive influence of brand feminine temperament and neutral temperament on brand fashion is far greater than the male temperament. The adjustment effect of brand category is significant,compared with the new brand,the fashion of the old brand is more influenced by the female and male temperament. The gender of consumer temperament has only weak moderating effect.Brand neutral temperament is not affected by all moderating variables. This business phenomenon has a biological and sociological basis and provides a gender perspective for fashion management. Though there are some shortcomings with this explanation,it can also provide brand fashion managers with the new perspective of gender,i.e.,we can not only make some gender adjustment on fashion from such visible level as brand graph,letter,pronunciation,and spokesperson,we should also give full play to the role of female smart.
作者
张会锋
田超杰
ZHANG Hui-feng;TIAN Chao-jie(Henan University of Engineering,Zhengzhou,Henan451191,China;Shanghai University of Finance and Economics,Shanghai200433,China)
出处
《中国流通经济》
CSSCI
北大核心
2020年第2期59-68,共10页
China Business and Market
基金
国家社会科学基金项目“中国老字号时尚化的机理、路径及对策研究”(17BGL092)
关键词
品牌
性别
时尚
原型
老字号
brand
gender
fashion
prototype
time-honored brand
