品牌依恋对品牌对抗忠诚的影响研究——基于心理距离的调节作用
发布时间：2018-11-10 16:48
【摘要】：消费者的品牌对抗忠诚是通过对竞争品牌及其消费者的反对,来表现对依恋品牌忠诚的行为。它削弱竞争品牌,增强企业品牌资产,是企业持续保持竞争优势的关键。本文采用自我概念-品牌形象一致性、品牌依恋、心理距离三个因素论证消费者品牌对抗忠诚形成机制。结果表明:自我概念-品牌形象一致性对品牌对抗忠诚存在正向影响;自我概念-品牌形象一致性对品牌依恋存在正向影响;品牌依恋对品牌对抗忠诚存在正向影响;品牌依恋在自我概念-品牌形象一致性与品牌对抗忠诚关系中起到完全中介作用;近社会距离情境下,品牌依恋对品牌对抗忠诚的关系将被削弱;远社会距离的情境下,品牌依恋对品牌对抗忠诚的关系将被增强。
[Abstract]:Brand loyalty of consumers is the behavior of loyalty to brand attachment by opposing the competitive brand and its consumers. It weakens the competitive brand, strengthens the enterprise brand asset, is the enterprise maintains the competitive advantage the key. This paper discusses the forming mechanism of consumer brand loyalty by using three factors: brand image consistency, brand attachment and psychological distance. The results show that: Self-concept-brand image consistency has positive influence on brand confrontation loyalty, self-concept-brand image consistency has positive influence on brand attachment, brand attachment has positive influence on brand confrontation loyalty; Brand attachment plays a complete intermediary role in the relationship between self-concept, brand image consistency and brand antagonism loyalty, and the relationship between brand attachment and brand confrontation loyalty will be weakened under the situation of close social distance. The relationship between brand attachment and brand loyalty will be strengthened in the context of long-distance society.
【作者单位】： 湖南师范大学商学院;
【基金】：湖南省社科基金项目(13YBA213)
【分类号】：F273.2;F274;F713.55
本文编号：2323005
[Abstract]:Brand loyalty of consumers is the behavior of loyalty to brand attachment by opposing the competitive brand and its consumers. It weakens the competitive brand, strengthens the enterprise brand asset, is the enterprise maintains the competitive advantage the key. This paper discusses the forming mechanism of consumer brand loyalty by using three factors: brand image consistency, brand attachment and psychological distance. The results show that: Self-concept-brand image consistency has positive influence on brand confrontation loyalty, self-concept-brand image consistency has positive influence on brand attachment, brand attachment has positive influence on brand confrontation loyalty; Brand attachment plays a complete intermediary role in the relationship between self-concept, brand image consistency and brand antagonism loyalty, and the relationship between brand attachment and brand confrontation loyalty will be weakened under the situation of close social distance. The relationship between brand attachment and brand loyalty will be strengthened in the context of long-distance society.
【作者单位】： 湖南师范大学商学院;
【基金】：湖南省社科基金项目(13YBA213)
【分类号】：F273.2;F274;F713.55
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，本文编号：2323005
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