企业家前台化行为动机感知、消费者-品牌关系距离与公司品牌评价

发布时间：2018-10-31 21:09

【摘要】：文章基于中国差序格局的本土文化特点,采用情景实验的方法探讨了企业家前台化行为的利他动机和利己动机对公司品牌评价的影响。实验结果表明:(1)在一般情况下,相比于企业家前台化行为的利己动机,企业家前台化行为的利他动机对消费者产生更为积极的公司品牌评价;(2)将消费者与品牌关系距离纳入研究模型以后,对于消费者-品牌关系距离近的情况,相比于企业家前台化行为的利他动机,企业家前台化行为的利己动机产生更为积极的公司品牌评价;对于消费者-品牌关系距离远的情况,相比于企业家前台化行为的利己动机,企业家前台化行为的利他动机产生更为积极的公司品牌评价。
[Abstract]:Based on the local cultural characteristics of China's differential order pattern, this paper discusses the influence of enterprisers' altruistic motivation and self-interest motivation on corporate brand evaluation by means of situational experiments. The experimental results show that: (1) in general, compared with the self-interest motivation of entrepreneur's foreground behavior, the altruistic motivation of entrepreneur's foreground behavior produces more positive company brand evaluation to consumers; (2) after putting the distance between consumer and brand into the research model, compared with the altruistic motivation of enterpriser's foreground behavior, the relationship between consumer and brand is close to each other. The self-interest motive of entrepreneur's foreground behavior produces more positive company brand evaluation; When the relationship between consumers and brands is far away, compared with the motivations of enterpriser's foreground behavior, the motivations of enterprisers' foreground behaviors produce more positive corporate brand evaluation.
【作者单位】：湖北工业大学管理学院;中南财经政法大学管理学院;北方工业大学经济管理学院;
【基金】：国家自然科学基金资助项目(71202179) 教育部人文社科青年基金资助项目(12yjc630217) 湖北省教育厅人文社科基金资助项目(13q048) 湖北工业大学博士启动基金资助项目
【分类号】：F272.91

【共引文献】