摘要
随着自媒体和社交媒体的发展,越来越多的品牌采用拟人化方式与消费者进行沟通。一方面,品牌在广告中所运用的拟人化语言往往暗示了品牌和消费者不同的关系,主要可分为伙伴型和仆人型两类;另一方面,消费者个性与特质的不同使其对不同关系类型的偏好存在差异。通过1个前测实验和3个正式实验,研究拟人化品牌关系类型和权力距离信念对消费者品牌偏好的交互影响,结果发现:第一,当消费者权力距离信念较弱时,相较于仆人型拟人化品牌,对伙伴型拟人化品牌的偏好更高;当权力距离信念较强时,对仆人型和伙伴型拟人化品牌的偏好不存在显著差异。第二,消费者的感知沟通风格恰当性中介了拟人化品牌关系类型和权力距离信念对品牌偏好的影响。在具体的营销沟通活动中,企业应该针对权力距离信念水平不同的人群和区域采用表达不同关系的拟人化语言,从而提高消费者感知的沟通恰当性,最终增强消费者的品牌偏好。
With the development of we-media and social media,more and more brands employ anthropomorphized commu⁃nication style to communicate with consumers.On the one hand,the anthropomorphized language of brand in advertisement usual⁃ly implies the different relationship between brand and consumers,which can be divided as the type of partner and servant;on the other hand,consumers’different personality and peculiarity leads to the different preference to different relationship.With the help of one pre-test and three formal tests,the authors carry out studies on the interaction effect of anthropomorphized brand rela⁃tionship and power-distance believe on consumers’brand preference.It is found that:first,when consumers’power-distance be⁃liefs are low,brand preference to partner brand is higher than that to servant brand,and when consumers’power-distance beliefs are high,this effect is attenuated;and second,consumers’perceived appropriateness of communication style mediates the inter⁃action effects of anthropomorphized brand relationships with consumers and power-distance beliefs on brand preference.In mar⁃keting communication activities,the enterprises should adopt different anthropomorphized language that can express different re⁃lationship according to the different level of power-distance believe of different group of people or region to improve consumers’perceived appropriateness of communication,which will in turn enhance consumers’brand preference.
作者
樊亚凤
蒋晶
胡左浩
FAN Ya-feng;JIANG Jing;HU Zuo-hao(School of Economics and Management,Tsinghua University,Beijing 100084,China;School of Management,Minzu University of China,Beijing 100081,China;Business School,Renmin University,Beijing 100872,China)
出处
《中国流通经济》
CSSCI
北大核心
2020年第6期63-73,共11页
China Business and Market
基金
中国博士后科学基金项目“基于品牌—消费者关系类型的品牌拟人化沟通效果研究”(2019M650752)
中国自然科学基金“中国跨国企业品牌国际化发展模式及动态演进规律研究”(71972114)。
关键词
拟人化品牌
品牌关系类型
权力距离信念
感知沟通风格恰当性
品牌偏好
anthropomorphized brands
brand relationship type
power-distance belief
perceived appropriateness of communi⁃cation style
brand preference
