品牌体验对消费者-品牌关系的影响——品牌心理所有权的中介作用视角

发布时间：2018-02-13 14:03

本文关键词： 品牌体验品牌关系品牌心理所有权　出处：《企业经济》2016年03期 　论文类型：期刊论文

【摘要】：运用实证研究方法 ,以品牌心理所有权为中介变量,检验了品牌体验对消费者-品牌关系强度的影响。研究发现:品牌感官体验、品牌情感体验、品牌思考体验、品牌行为体验均对消费者品牌心理所有权有显著的正向影响;消费者品牌心理所有权对消费者-品牌关系强度的四个维度(承诺、亲密感、满意和自我联结)均有显著的正向影响;心理所有权在品牌体验对消费者承诺、亲密感和满意的影响中起部分中介作用,而品牌体验对消费者自我联结没有直接影响。研究结论有助于企业科学设计体验营销,通过影响品牌心理所有权,提升消费者-品牌关系质量。
[Abstract]:In this paper, the influence of brand experience on the strength of consumer-brand relationship is tested by using brand psychological ownership as intermediary variable. The results show that: brand sensory experience, brand emotional experience, brand thinking experience, and so on. Brand behavior experience has a significant positive impact on consumer brand psychological ownership, and consumer brand psychological ownership has four dimensions (commitment, intimacy) to the intensity of consumer-brand relationship. Both satisfaction and self-connection have significant positive effects, and psychological ownership plays an intermediary role in the influence of brand experience on consumer commitment, intimacy and satisfaction. However, brand experience has no direct influence on consumers' self-connection. The conclusion is helpful for enterprises to design and experience marketing scientifically, and to improve the quality of consumer-brand relationship by influencing brand psychological ownership.
【作者单位】：重庆交通大学经济与管理学院;西安交通大学管理学院;
【基金】：国家自然科学基金项目“动态品牌体验对消费者-品牌关系的影响及作用机制研究——社会网络视角”(项目编号:71102166) 重庆市教委自然科学基金项目“创造性体验对消费者购买意愿的影响研究——内隐人格理论视角”(项目编号:KJ1400306)
【分类号】：F273.2

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