品牌印象双重表现及其形成和改变机制研究

发布时间：2018-01-23 19:50

本文关键词： 品牌印象内隐联想测验刻板解释偏差来源国效应消费者民族中心主义双重加工模型　出处：《江西师范大学》2013年博士论文　论文类型：学位论文

【摘要】：品牌印象是消费者在头脑中对目标品牌的类别信息和个别化信息进行加工的结果，是品牌与消费者的关系基础。内隐社会认知研究的兴起与发展，提示研究者，以往关于社会认知的研究，都将可以从外显和内隐两个层面重新进行探讨，为理解人类的行为提供更加丰富全面的解释。本文在双重加工模型的基础上，从外显与内隐两个层面对品牌印象的结构、形成及改变进行进一步研究。在文献综述部分，论文对品牌印象与品牌形象的关系、品牌形象的测量模型、品牌印象形成的理论进行了系统的分析、概括后，提出对品牌印象的界定；在对早期的双重加工模型及其发展进行了梳理后，分析了双重加工模型对行为的预测，，对双重加工理论进行了述评；并总结了间接测量技术及其发展。在对品牌印象研究文献分析的基础上，结合双重加工模型的研究成果，构建本论文的研究体系。论文实证研究由四部分内容组成，具体结论如下：第一部分是外显品牌印象量表的编制及其测量学指标研究。在文献研究和关键事件访谈的基础上，通过筛选条目、形成初步问卷、预测验和正式测验等程序，经探索性因素分析和验证性因素分析，重测信度、聚合效度、辨别效度、法则效度和效标关联效度等检验，发现全方位的品牌印象由品牌质量印象、品牌传播印象、品牌服务印象和品牌价格印象等四个维度构成。用于测量品牌印象的多维量表、各维单项目量表和单项目量表均具有较好的信度和效度。第二部分是外显品牌印象与内隐品牌印象的关系研究。以73名本科生和研究生为被试，分别运用研究一编制的外显品牌印象量表和内隐联想测验（IAT）、刻板解释偏差测量（SEB）两种间接测量方法对外显品牌印象、内隐品牌印象及其关系进行研究。研究一发现被试对美国品牌的整体印象好于对中国品牌的总体印象，具体体现在质量印象、服务印象、传播印象上美国品牌好于中国品牌，在价格印象上则是中国品牌好于美国品牌；品牌的整体印象与质量印象对中国品牌的购买意向具有显著预测作用；品牌的传播印象与价格印象对美国品牌的购买意向具有显著预测作用。研究二采用IAT的测量方法发现相比美国品牌，被试对中国品牌有着更为积极的内隐品牌印象；IAT与外显品牌印象相关不显著。研究三采用SEB的测量方法发现总体SEB与IAT、外显品牌印象均无显著相关；区分行为结果归因性质的SEB分数比总体SEB分数更能反映刻板解释偏差的意义；SEB分数反映的内隐刻板印象与传统认知习惯相符。用IAT与SEB测量的内隐品牌印象并不一致，有可能两种测量方法反映的是记忆中复杂网络联结的不同方面。第三部分是品牌印象形成与改变的双重加工模式检验。前两部分的研究结果显示外显品牌印象与内隐品牌印象相关不显著，提示外显品牌印象、内隐品牌印象可能遵循各自不同的加工机制。在双重加工模型理论的基础上，通过两个研究对品牌印象的双重结构及其形成与改变的心理机制进行进一步地探讨，发现：外显品牌印象、内隐品牌印象是两个相互独立的结构，外显品牌印象的形成与改变遵循规则加工，通过快速学习记忆系统形成，内隐品牌印象的形成与改变遵循联想加工，通过慢速学习记忆系统形成；在信息加工过程中由于个体的卷入程度存在个体差异，使得个体对信息加工的深度不同，从而产生不同的品牌印象形成与改变的结果；将个体差异融入双重加工理论将对人类的行为提供一个更强有力的、更一致的解释。第四部分对民族情感营销策略对品牌来源国刻板印象的影响及品牌印象在消费者民族中心主义（CE）对国产品牌购买意向影响中的调节作用进行了分析，针对上述研究均是以虚拟品牌为实验材料，使研究的生态效度受到影响，本部分研究均以日常生活中真实品牌为实验材料。研究结果表明直接劝说方式不能改变外显品牌来源国刻板印象；间接劝说方式可以改变对综合型产品的外显品牌来源国刻板印象；无论直接劝说方式还是间接劝说方式均不能改变内隐品牌来源国刻板印象；外显国产品牌整体印象在CE对国产品牌购买意向的作用中起正向调节作用，而内隐品牌印象在CE对国产品牌购买意向的作用中起负向调节作用。综合讨论部分对研究结果进行了归纳分析，总结了研究的不足，并提出未来研究展望。
[Abstract]:Brand impression in the minds of consumers is the target brand category information and individual information processing results, is the basis of the relationship between the brand and consumers. In the study of implicit social cognition rise and development, prompting researchers, previous studies on social cognition, will be in two aspects from explicit and implicit to explore, to provide more comprehensive explanation for the understanding of human behavior. Based on the dual process model, explicit and implicit structure from the two aspects of brand image, the formation and change of further study.
In the part of literature review, the relationship of brand image and brand image, the measurement model of brand image, brand image formation theory are systematically analyzed, summarized, put forward the definition of brand impression; carried out in the dual process model of early stage and its development, analyzes the dual process model to predict behavior and on the dual process theory are reviewed and summarized; indirect measurement technology and its development. Based on the research literature on the analysis of brand image, combining with the research results of the dual process model, constructing the research system of this thesis. The empirical research paper consists of four parts, the main conclusions are as follows:
The first part is the research on the index compilation and the measurement of the explicit brand impression scale. Based on literature research and key event interview, through screening items, and form a questionnaire, pretest and formal test procedures, the exploratory factor analysis and confirmatory factor analysis, test-retest reliability, convergent validity, discriminant validity the law, validity and criterion related validity inspection, found a full range of brand image quality by the brand impression, brand impression, the four dimensions of service brand image and brand price impression. Multidimensional scale for the measurement of brand image, each dimension of single project scale and single item scales have good reliability and validity.
The second part is the research on the relationship between explicit and implicit brand image brand impression. In 73 undergraduate and graduate students as subjects, using a compilation of explicit brand impression scale and implicit association test (IAT), stereotypic explanatory bias (SEB) of two kinds of indirect measurement method of explicit brand impression study, implicit brand impression and its relationship. Study found that subjects overall impression of American brand is better than the overall impression of the brand China, embodied in the quality of service impression, impression, impression on the United States to spread good brand China brand, in the price is Chinese brand impression in the overall impression of American brands; quality and brand impression on purchase intention Chinese brand have significant predictive effect; spread impression and the price of the brand impression has significant effects on the brand purchase intention. Two by IAT test Methods found that compared to the United States were tested on the China brand, brand has a more positive implicit IAT and explicit brand image; brand impression is not significantly related. Three SEB was used to measure the overall SEB and IAT, the explicit brand impression there was no significant correlation between the nature of behavior; attribution SEB scores can reflect the significance of stereotypic explanatory bias than the overall SEB scores; implicit stereotypes and traditional cognitive habits SEB scores reflect line. Using the implicit brand IAT and SEB measurement of the impression is not consistent, there are two kinds of measurement methods may reflect different aspects of the memory complex network connection.
The third part is the dual processing model test brand impression formation and change. The first two parts of the study results show that the explicit brand impression and implicit brand impression is not significantly correlated, suggesting that the explicit brand impression, implicit brand impression may follow a different processing mechanism. Based on the dual process model theory, through the dual structure two research on brand image and its formation and change the psychological mechanism for further study, found that the explicit brand impression, implicit brand impression is two independent structures, forming and changing rules of processing the explicit brand impression, formed by rapid learning and memory system, follow the formation and change of associative processing in the implicit brand impression, formed by the slow learning and memory system; in the information processing process due to the existence of individual differences in the degree of individual, makes the individual of information The depth of work is different, resulting in different brand impression formation and change results; integrating individual differences into dual processing theory will provide a more powerful and consistent explanation for human behavior.
The fourth part of the national marketing strategy of country of brand and brand stereotype impression in consumer ethnocentrism (CE) on the regulation of domestic brand purchase intention influence are analyzed, based on the above research are based on virtual brand as the experimental material, which affected the ecological validity of the research, this part studies with the real brand in daily life as the experimental material. The results show that the direct persuasion can change the explicit brand country of origin stereotype; indirect persuasion can change to a comprehensive product of explicit brand country of origin stereotype; whether direct or indirect persuasion persuasion did not change the implicit stereotype outside the country of origin; significant domestic brands overall impression on purchase intention of domestic brands in the role of CE plays a positive regulatory role, and implicit brand impression in the CE of China The role of product brand purchase intention plays a negative regulation role.
In the comprehensive discussion part, the research results are summarized and analyzed, the shortcomings of the research are summarized, and the future research prospects are put forward.

【学位授予单位】：江西师范大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F713.56

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