联合品牌的品牌人格的迁移机制研究

发布时间：2018-11-08 18:55

【摘要】：品牌管理已经成为市场营销和品牌研究领域中的重要组成部分,而品牌人格作为营销学和心理学的结合体,成为品牌研究领域的重点研究课题之一。品牌人格是用人性化特征来表达,是品牌形象的核心和最活跃的部分,是与品牌有关联的一整套人性化的特征,从而给消费者提供自我表达或象征性利益。当前的品牌人格研究多集中在品牌的竞争情境下,探讨品牌人格的形成、测量方式、结构的确定以及与消费者之间的交互关系。但是随着新兴的品牌联合形式的广泛应用,在联合情境下的品牌人格的作用机制尚无系统的研究。本研究主要是在品牌联合情境下,对品牌人格的迁移机制进行系统的研究和探索。本研究进行三个实验,对联合品牌的品牌人格的迁移机制展开探讨和分析。 (1)实验一主要研究联合品牌的品牌人格的迁移模型。研究结果显示,在涉入程度低的情况下,被试对联合品牌的品牌人格感知可以直接从对母品牌的品牌人格感知中指接迁移过来,母品牌之间的品牌人格匹配度有一定的正向影响作用;在涉入程度高的情况下,被试对联合品牌的品牌人格感知需要对中介变量拟合度进一步加工,对母品牌的品牌人格感知在通过对联合品牌与母品牌的产品拟合度的中介作用下间接迁移到联合品牌上。 (2)实验二探讨消费者对联合品牌的品牌人格维度的偏好。结果显示,对于自我概念象征性高的品牌,被试偏好具有双重品牌人格维度的品牌;而对于自我概念象征性低的品牌,被试没有明显的品牌人格维度的偏好。 (3)实验三在实验一和实验二的基础上,探讨联合品牌对母品牌的品牌人格的溢出效应。研究结果显示,对于强势品牌,联合品牌和母品牌的品牌人格不匹配时对母品牌会产生正面的溢出效应,而品牌人格匹配时与无联合时没有显著性差异;对于弱势品牌,联合品牌和母品牌的品牌人格的匹配和不匹配均对母品牌产生正面的溢出效应,但品牌人格的匹配和不匹配对母品牌的溢出效应没有显著性差异。
[Abstract]:Brand management has become an important part in the field of marketing and brand research, and brand personality, as a combination of marketing and psychology, has become one of the key research topics in the field of brand research. Brand personality is expressed by humanized features, which is the core and most active part of brand image. It is a whole set of humanized characteristics associated with brand, thus providing consumers with self-expression or symbolic benefits. The current research on brand personality is mainly focused on the competitive situation of brand. It discusses the formation of brand personality, the way of measurement, the determination of structure and the interaction between brand personality and consumers. However, with the wide application of the emerging brand association, there is no systematic research on the mechanism of brand personality in the joint context. This study is a systematic study and exploration on the transfer mechanism of brand personality in the context of brand association. In this study, three experiments were carried out to explore and analyze the transfer mechanism of brand personality of joint brand. (1) experiment one mainly studies the brand personality transfer model of joint brand. The results show that, in the case of low involvement, the brand personality perception of the joint brand can be transferred directly from the brand personality perception of the parent brand. The matching degree of brand personality between mother brands has a certain positive effect; In the case of high degree of involvement, the participants' perception of brand personality of the joint brand needs further processing to the fitting degree of intermediary variables. The perception of the brand personality of the parent brand is indirectly transferred to the joint brand through the intermediary action of the product fit degree between the United brand and the parent brand. (2) experiment two discusses consumer's preference to brand personality dimension of joint brand. The results showed that the subjects preferred brands with dual brand personality dimension for brands with high self-concept symbolism, while those with low self-concept symbolism had no obvious preference for brand personality dimension. (3) on the basis of experiment 1 and experiment 2, experiment 3 discusses the spillover effect of combined brand on the brand personality of parent brand. The results show that, for the strong brand, there is a positive spillover effect on the parent brand when the brand personality mismatch between the combined brand and the parent brand, but there is no significant difference between the brand personality matching and the no combination. For the weak brand, the matching and mismatch of the brand personality of the combined brand and the parent brand have positive spillover effect on the parent brand, but there is no significant difference between the matching and mismatch of the brand personality on the parent brand.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

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