品牌依恋的形成机制与营销效应:一个整合性分析框架

发布时间：2018-06-24 13:03

本文选题：品牌关系 + 品牌依恋　；参考：《华东经济管理》2015年10期

【摘要】：构建强烈的消费者——品牌关系对于企业和品牌赢得持续竞争优势具有重要战略意义,而品牌依恋正是品牌关系的核心,也是强势品牌资产的重要来源之一。文章系统梳理了心理学和营销学领域相关文献,对品牌依恋的相关研究进行了回顾与总结:首先,从心理学角度阐释了品牌依恋研究的起源,明晰了其概念内涵与结构维度;随后,基于消费者个体层面和消费者与品牌互动关系层面对品牌依恋的形成机制进行了分析和归纳,并总结了品牌依恋的两种营销效应;最后,文章从品牌依恋的影响因素、基础理论、形成机制、营销效应等方面,构建出一个整合模型,为品牌关系和品牌忠诚研究尤其是推进心理学和营销学理论的交叉研究提供新的视角和研究启示。
[Abstract]:Building a strong consumer-brand relationship is of strategic significance for enterprises and brands to win sustainable competitive advantage. Brand attachment is the core of brand relationship and one of the important sources of strong brand equity. The article systematically combs the related literature in the field of psychology and marketing, and reviews and summarizes the related research on brand attachment. Firstly, it explains the origin of brand attachment research from the perspective of psychology, and clarifies its conceptual connotation and structural dimension. Then, based on the consumer individual level and the consumer and brand interaction level, the formation mechanism of brand attachment is analyzed and summarized, and the two marketing effects of brand attachment are summarized. Finally, the article analyzes the influencing factors of brand attachment. In the aspects of basic theory, formation mechanism, marketing effect and so on, an integrated model is constructed to provide a new perspective and inspiration for the research of brand relationship and brand loyalty, especially to promote the cross-study of psychology and marketing theory.
【作者单位】：武汉大学经济与管理学院;
【基金】：国家社会科学基金重点项目(14AJY024) 中央高校基本科研业务费专项资金项目(2013105010210) 教育部人文社会科学研究项目(10YJA630032)
【分类号】：F273.2

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