地位品牌的污名化-消费者相对剥夺的影响研究

发布时间：2018-01-02 22:21

本文关键词：地位品牌的污名化-消费者相对剥夺的影响研究　出处：《武汉大学》2017年硕士论文　论文类型：学位论文

【摘要】：在当今的消费文化下,人们的价值观也发生了很大的变化。消费者购买商品不仅仅是为了追求它的功能价值,有时还是为了寻求一种象征价值。因此,很多地位品牌由于其对消费者地位身份的象征意义,受到了人们的追捧。然而,在这些品牌受到欢迎的消费文化下,却出现了一些不同的声音,许多著名的地位品牌都在广泛的消费者舆论中受到了污名化的攻击。例如,宝马在中国市场被称为"暴发户的车"、"小三车"已经有许多年了;而中国本土的白酒高端品牌——茅台和五粮液,也在消费者的评论中被贴上了"腐败酒"、"暴利"等负面的标签。这些已普遍出现和存在的地位品牌被污名化现象,迄今却并没有引起营销学者的重视,相关研究尚属空白。我们可以发现,这些地位品牌被污名化并不是因为品牌本身犯了什么错误。因此,我们似乎有理由相信,这种污名化是与污名施加者有关。在当今互联网特别是社交媒体盛行的条件下,随着人们更自由的观点互动,很多时候普通大众阶层成为了污名现象的制造者,而现实中的上层群体反倒成为了被标签化的群体,比如生活中耳熟能详的"富二代"、"砖家(专家)",其实都是针对某一特定优势群体的的污名化标签,而实施这类污名化行为的群体有一个共同特征——对优势群体的嫉妒以及对自己目前状态的不满。地位品牌的被污名化现象亦是如此,很多时候是源于人们"吃不到葡萄说葡萄酸"的心理。而究竟哪类群体更倾向于"说葡萄酸",本研究认为与消费者的相对剥夺感有关。因此,本研究提出假设:(1)消费者的相对剥夺感越强,越倾向于对地位品牌实施污名化行为;(2)消费者的相对剥夺感越强,地位品牌越容易激发出其与品牌使用者之间的地位差距感知;(3)消费者与品牌使用者之间的地位差距感知越大,越容易引起对地位品牌的污名化行为;(4)地位差距感知在相对剥夺和品牌地位对于品牌污名化行为的交互影响中具有中介作用;(5)比起对强势群体的捐赠,对弱势群体的捐赠更能显著地有效帮助企业减轻污名化影响。最后,本文就研究结论的理论贡献和管理启示进行了探讨,并提出了本研究的不足之处和未来的研究方向,希望对企业的品牌形象管理具有一定的参考价值。
[Abstract]:In today's consumer culture, people's values have also undergone great changes. Consumers buy goods not only to pursue its functional value, sometimes to seek a symbolic value. Many status brands have been sought after because of their symbolic significance to consumer status. However, in the popular consumer culture, there are some different voices. Many prominent brands have been stigmatized by widespread consumer opinion. BMW, for example, has been known in China as a "nouveau riche car" and a "small three-car" for many years; Maotai and Wuliangye, the high-end brands of Chinese liquor, have also been labeled "corrupt wines" in consumer comments. "profiteering" and other negative labels. These status brands have appeared and existed in the phenomenon of stigmatization, but so far has not attracted the attention of marketing scholars, the relevant research is still blank. We can find. These status brands are not stigmatized because of the brand's own mistakes. Therefore, we seem to have reason to believe. This stigma is related to the perpetrators. In today's Internet, especially social media, as people interact with freer views, many times the general public becomes the maker of stigma. In reality, the upper class has become a tagged group, such as the familiar "rich second generation" in life, "brick (expert)", in fact, are targeted at a specific advantage of the stigmatization of groups. And the groups that carry out such stigmatization have a common characteristic-envy of superior groups and dissatisfaction with their current status. So is the stigmatization of status brands. Most of the time it comes from the psychology of people who "can't eat grapes and say sour grapes." which group is more likely to say "sour grape"? this study suggests that this study is related to the relative deprivation of consumers. This study suggests that the stronger the relative deprivation of consumers is, the more likely they are to stigmatize status brands; 2) the stronger the sense of relative deprivation of consumers, the easier it is to stimulate the perception of the status gap between consumers and brand users; 3) the greater the perception of the status gap between the consumer and the brand user, the more likely it is to cause the stigmatization behavior of the status brand; (4) the perception of status gap plays an intermediary role in the interaction between relative deprivation and brand status on brand stigmatization behavior; 5) compared with the donation to the strong group, the donation to the weak group can help enterprises to reduce the stigma more significantly. Finally, this paper discusses the theoretical contribution and management inspiration of the research conclusions. At the same time, this paper puts forward the deficiency of this research and the future research direction, hoping to have certain reference value to the brand image management of the enterprise.
【学位授予单位】：武汉大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82

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