微信公众号:消费者关注与品牌情感联系

发布时间：2018-05-27 04:23

本文选题：微信公众号 + 自我展示品牌　；参考：《当代财经》2017年06期

【摘要】：使用自我展示品牌、品牌热爱、品牌忠诚和口碑等变量构建结构方程模型,探讨消费者关注品牌微信公众号行为关联的品牌情感状态以及品牌自我展示属性对品牌情感和口碑意愿的影响。数据表明,消费者对关注的品牌有一定的忠诚度和正向口碑意愿,但品牌情感还未达到热爱程度,对于品牌能否展示自我形象持中立态度。变量关系表明,自我展示品牌的内在自我和社会自我属性对品牌热爱均有正向影响;品牌热爱对品牌忠诚和口碑均有正向影响;内在自我属性对品牌忠诚和口碑均有正向影响,而社会自我对品牌忠诚和口碑无显著影响。研究结论对理解消费者与品牌的在线互动、识别品牌"粉丝"的类型和改善品牌运营具有重要的实用价值。
[Abstract]:Using the variables such as self-display brand, brand love, brand loyalty and word-of-mouth to construct the structural equation model, This paper probes into the influence of the brand emotion state and the brand self-display attribute on the brand emotion and the word of mouth intention of the consumer concerned about the behavior of the brand WeChat public number. The data show that consumers have a certain loyalty and positive word of mouth to the brand concerned, but the brand emotion has not reached the level of love, and they have a neutral attitude on whether the brand can display its self-image. The relationship between variables shows that the inner self and social self attribute of self-display brand have positive influence on brand love, brand love has positive influence on brand loyalty and word of mouth, and internal self attribute has positive influence on brand loyalty and word of mouth. However, social self has no significant influence on brand loyalty and word of mouth. The conclusion has important practical value for understanding the online interaction between consumers and brands, identifying the types of brand "fans" and improving brand operation.
【作者单位】：四川大学商学院;
【基金】：国家自然科学基金项目“品牌口号的特性、开发和更新研究”(71572120);国家自然科学基金项目“关于USP的测量、伦理、路径与策略研究”(71172196)
【分类号】：F713.55

【相似文献】