摘要
以代言人与服装品牌匹配度为研究视角,基于刺激-机体-反应理论,探究代言人与服装品牌个性匹配度对消费者品牌关系质量的影响机制。通过线上线下相结合的方式收集有效调研问卷460份,运用结构方程模型分析发现:代言人与服装品牌个性匹配度对消费者品牌关系质量有正向影响;消费者心理归因在影响过程中起中介作用;产品卷入度是代言人与服装品牌个性匹配度对消费者品牌关系质量产生影响的边界条件;研究成果对服装企业新媒体营销、品牌广告设计和品牌关系管理具有借鉴意义。
From the perspective of the matching degree between ambassador and clothing brands,the influence mechanism of clothing brand ambassador on consumer brand relationship quality was explored based on the stimulus-organic-response theory.460 valid questionnaires were collected through online and offline methods,and structural equation model was used to analyze the questionnaires.The results show that the matching degree of ambassador and brand personality have a positive impact on the quality of consumer-brand relationship,consumer psychological attribution plays a mediating role in the process of influence and product involvement is the boundary condition of the influence of personality matching between ambassadors and clothing brands on the quality of consumer brand relationship.The research results can be used for reference in new media marketing,brand advertising design and brand relationship management of clothing enterprises.
作者
郑伟
ZHENG Wei(International Business School,Liaoning University of International Business and Economics,Dalian,Liaoning 116052,China)
出处
《毛纺科技》
CAS
北大核心
2022年第2期101-108,共8页
Wool Textile Journal
基金
国家社会科学基金项目(19BGL108)
国家自然科学基金项目(71172218)。
关键词
服装品牌
品牌代言人
品牌关系质量
心理归因
营销战略
clothing brand
brand ambassador
brand relationship quality
psychological attribution
marketing strategy
