地位对消费者与奢侈品自我—品牌连结的影响研究——自尊和虚荣的调节作用
发布时间：2018-09-04 13:24
【摘要】：当消费者借用品牌联想来构建自我或向他人传递自我概念时,消费者与品牌的连结就建立了。在中国传统文化背景下,消费者对奢侈品牌的消费符合"行为与地位相符"的传统价值观,地位越高的消费者,其与奢侈品牌的自我—品牌连结越高,反之亦然。自尊和虚荣对上述关系有调节作用。低自尊的消费者,地位较低时,其与奢侈品牌的自我—品牌连结要高于地位较高时;高自尊者则相反。低虚荣的消费者,地位高低对其与奢侈品牌的自我—品牌连结影响不显著,而高虚荣的消费者,低地位者与奢侈品牌的自我—品牌连结要显著小于高地位者。
[Abstract]:When consumers use brand associations to construct self-concept or transmit self-concept to others the consumer-brand connection is established. In the context of Chinese traditional culture, consumers' consumption of luxury brands conforms to the traditional values of "behavior and status". The higher the status, the higher the relationship between consumers and luxury brands, and vice versa. Self-esteem and vanity can regulate these relationships. Consumers with low self-esteem had higher self-brand ties with luxury brands than those with higher status, while those with high self-esteem had the opposite. The status of low vain consumers has no significant influence on their self-brand linkage with luxury brands, while the self-brand linkage between low status consumers and luxury brands is significantly smaller than that of high-status consumers.
【作者单位】： 暨南大学管理学院;
【基金】：教育部人文社会科学研究基金项目《中国文化背景下的社会圈子与自我—品牌连结的关系:基于差序格局视角的研究》(批准号:12YJC630269) 暨南大学企业发展研究所创新培育项目《中国文化背景下消费者—品牌关系研究:基于社会圈子视角》(批准号:2013CP006)
【分类号】：F273.2
，
本文编号：2222232
[Abstract]:When consumers use brand associations to construct self-concept or transmit self-concept to others the consumer-brand connection is established. In the context of Chinese traditional culture, consumers' consumption of luxury brands conforms to the traditional values of "behavior and status". The higher the status, the higher the relationship between consumers and luxury brands, and vice versa. Self-esteem and vanity can regulate these relationships. Consumers with low self-esteem had higher self-brand ties with luxury brands than those with higher status, while those with high self-esteem had the opposite. The status of low vain consumers has no significant influence on their self-brand linkage with luxury brands, while the self-brand linkage between low status consumers and luxury brands is significantly smaller than that of high-status consumers.
【作者单位】： 暨南大学管理学院;
【基金】：教育部人文社会科学研究基金项目《中国文化背景下的社会圈子与自我—品牌连结的关系:基于差序格局视角的研究》(批准号:12YJC630269) 暨南大学企业发展研究所创新培育项目《中国文化背景下消费者—品牌关系研究:基于社会圈子视角》(批准号:2013CP006)
【分类号】：F273.2
，
本文编号：2222232
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