消费者品牌感知研究——对品牌意图能动框架的延伸

发布时间：2018-01-16 14:45

本文关键词：消费者品牌感知研究——对品牌意图能动框架的延伸　出处：《管理评论》2015年02期 　论文类型：期刊论文

【摘要】：本研究基于品牌意图能动框架提出了品牌感知的能力、道德、亲切三维度模型,通过询问消费者对品牌感知三个维度的理解,让消费者列举相应品牌的方式挖掘这三个维度之于消费者的含义。本研究先后对10个品牌的消费者感知进行了调查,验证了品牌感知三维度框架的有效性,以及三个维度对积极品牌支持行为和消极品牌伤害行为的影响。研究结果表明品牌感知三维度框架能够较好地预测品牌支持行为和品牌伤害行为,对于具有不同特点产品的品牌这三个维度对品牌行为的影响强度存在差异,消费者对中国品牌(vs.外国品牌)的品牌行为较易受到道德因素的影响,而对奢侈品牌和有敌意国家品牌的品牌行为较易受到亲切维度的影响,亲切维度对品牌行为的影响有时会超过能力维度对品牌行为的影响,一定程度上否定了以往认为消费者对品牌的能力感知是驱动消费者购买意向和品牌忠诚主要因素的结论。品牌感知三维度框架为企业的品牌管理和品牌建设提供了新的视角。
[Abstract]:Based on the dynamic framework of brand intention, this study proposed a three dimensional model of brand perception: ability, morality and kindness, and asked consumers to understand the three dimensions of brand perception. Let consumers enumerate the corresponding brand to explore the meaning of these three dimensions to consumers. This study has investigated the consumer perception of 10 brands to verify the effectiveness of the brand perception three-dimensional framework. And the influence of three dimensions on positive brand support behavior and negative brand injury behavior. The results show that brand perception 3D framework can better predict brand support behavior and brand harm behavior. For the brand with different characteristics of the three dimensions of the impact on brand behavior is different, consumers of Chinese brands. Foreign brands) brand behavior is more vulnerable to the impact of moral factors. However, brand behavior of luxury brands and hostile national brands is susceptible to the influence of cordial dimension, which sometimes exceeds the influence of ability dimension on brand behavior. To some extent, it negates the conclusion that consumers' perception of brand ability is the main factor that drives consumers' purchase intention and brand loyalty. The three-dimensional framework of brand perception provides a basis for brand management and brand building. A new perspective.
【作者单位】：天津财经大学商学院;南开大学商学院;天津工业大学人文与法学院;
【基金】：国家自然科学基金项目(71372099;71202009) 国家社会科学基金项目(12CGL048)
【分类号】：F273.2;F713.55
【正文快照】： 引言品牌是企业的一项重要无形资产[1,2],建立消费者与品牌长期而稳定的关系是增加品牌资产的有效途径[3,4]。理解品牌和消费者之间的关系需要从两方面分析:首先是消费者对品牌的态度和行为;其次是消费者所感知到的品牌对消费者的态度和行为[5]。也就是说,消费者不仅关心品牌

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