品牌社区环境下对抗忠诚形成机制研究——以智能手机为例

发布时间：2018-03-06 07:14

本文选题：品牌社区　切入点：品牌对抗忠诚　出处：《湖南师范大学社会科学学报》2017年04期 　论文类型：期刊论文

【摘要】：品牌对抗忠诚是一种通过反对竞争品牌及其使用者来表达对偏爱品牌忠诚的行为。它削弱了竞争品牌的威胁,提升了偏爱品牌资产的价值,是企业发展的重要战略保证。品牌正面自我一致性对品牌社区认同和品牌对抗忠诚有正向影响;品牌社区认同和自我典型性之间存在交互效应;竞争品牌负面功能一致性和负面自我一致性对竞争品牌社区反认同有正向影响,竞争品牌负面自我一致性对品牌对抗忠诚有直接影响或通过竞争品牌社区反认同中介作用产生间接影响。
[Abstract]:Brand versus loyalty is an act of expressing loyalty to a preferred brand by opposing the competitive brand and its users. It weakens the threat of the competitive brand and increases the value of the preferred brand asset. Brand positive self-consistency has a positive impact on brand community identity and brand antagonistic loyalty, and there is an interactive effect between brand community identity and self-typicality. Negative functional consistency and negative self-consistency of competitive brand have a positive effect on the anti-identity of competitive brand community. The negative self-consistency of competitive brand has direct influence on brand antagonism loyalty or indirect influence through the anti-identity intermediary effect of competitive brand community.
【作者单位】：湖南师范大学商学院;
【基金】：国家社会科学基金重大项目“促进消费持续增长的长期政策和长效机制研究”(12&ZD050)
【分类号】：F273.2

【相似文献】