品牌拟人化理论最新研究进展及启示

发布时间：2018-01-05 07:15

本文关键词：品牌拟人化理论最新研究进展及启示　出处：《中国流通经济》2017年07期 　论文类型：期刊论文

【摘要】：品牌拟人化通过对特定品牌注入人的特质、动机、主观意图、行为和情感,进一步延伸发展消费者与品牌的特殊关系。品牌拟人化作为一种品牌营销策略,对品牌建设与传播具有非常重要的作用。系统梳理品牌拟人化概念内涵、内在机理及消费者行为影响结果相关文献发现,目前有关品牌拟人化内在机理的研究主要从认知动机和图示匹配两大视角展开,其中前者更充分地将品牌视作完整的人,后者侧重非人载体所呈现出的外显特征与消费者内在特定类别图示的一致性,但二者的实质均在于探讨人们为何以及何时倾向于对包括品牌在内的非人载体进行拟人。一旦消费者把品牌视作一个完整的人,必然会将复杂的人际关系特征引入人与品牌的互动过程,进而导致品牌拟人化结果高度依赖于人的特征、人与拟人化品牌关系的特征、情境特征三者间的交互,使品牌拟人化影响结果呈现出正反两面的"双刃"效应,使企业对品牌拟人实践持有更加审慎的态度。目前,品牌拟人化研究正处于从有限拟人向完整拟人,从关心结果到注重与消费者特质交互,从单一角色到多个角色并行过渡的阶段,未来可基于跨文化情境、角色差异、关系类型的不同侧面进行更加深入的研究。
[Abstract]:Brand personification of specific brand into people's qualities, motivation, intention, emotion and behavior, further development of the special relationship between the consumer and the brand. The brand personification into a brand marketing strategy, plays a very important role in brand building and communication. The connotation of systematic brand personification concept, effect mechanism and the consumer behavior literature found that at present the research on the internal mechanism of brand personification mainly from the cognitive motivation and schema matching two perspective, the former will be more fully brand integrity and consistency of the latter non carrier by showing the explicit features and specific categories of consumers' internal schema, but the essence of the two who is to explore why and when people are inclined to personification of non-human carrier includes brand, once the consumer brand is regarded as a A complete, interactive process will introduce complex interpersonal relationship characteristics and brand, which features brand personification result highly depends on the characteristics of human and anthropomorphic, brand relationship, interactive features between the three, so that the brand personification affects the results showed both positive and negative "the double-edged effect, to enable enterprises to hold a more cautious attitude to the brand personification practice. At present, the research of brand personification is from limited to full anthropomorphic personification, from the concern and results to focusing on the quality of consumer interaction, from a single role to multiple parallel role transition stage, the future role of cross cultural differences based on different situations. The relationship between the type of side of a more in-depth study.

【作者单位】：中国人民大学商学院;桂林理工大学现代企业管理研究中心;
【基金】：广西高校人文社会科学重点研究基地基金
【分类号】：F274
【正文快照】： 一、引言些人类的特征,比如隐藏在云朵、月亮乃至山峦侧面的笑脸,[1]这种倾向于将人的某些特质归属于物2017年5月10日经国务院批准成为我国第一的认知偏好解释了人格化之所以能够被消费者理个“中国品牌日”,它以“深化供给侧结构性改革,解的原因。[2]正因为如此,越来越多的企

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