消费者自我构念、独特性需求与品牌标识形状偏好

发布时间：2018-04-23 00:28

  本文选题：自我构念 + 独特性需求　； 参考：《心理学报》2017年08期

【摘要】：市场上品牌标识形状各具形态,它们已成为吸引消费者眼球的重要品牌要素,如何设计出科学实效的品牌标识形状已成为营销策略中基础而又关键的内容。什么形状的品牌标识更能获得目标群体的偏爱?本文从自我构念的水平视角出发,推论认为不同自我构念的个体在"独特性需求"上具有显著差异,由此形成对多角和圆润的品牌标识形状的偏好差异,独特性需求在自我构念与品牌标识形状偏好之间起中介作用。文章通过4个实验,一致证实独立型自我构念的消费者独特性需求更高,偏爱多角的品牌标识;相依型自我构念的消费者,独特性需求更低,偏爱圆润的品牌标识。但上述效应只存在于公开产品购买情境,当消费者购买和使用私人产品时,无论个体的自我构念是独立型还是相依型,他们对品牌标识多角与圆润的偏好没有显著差异。本文推进了自我构念、独特性需求、品牌标识形状等领域的理论研究,为企业在设计、调整品牌标识形状及制定配套营销策略方面提供了丰富的战略启示。
[Abstract]:Brand logo shapes have different shapes in the market and they have become an important brand element to attract consumers' attention. How to design scientific and effective brand logo shapes has become the basic and key content in marketing strategy. What shape of brand logo is more likely to gain the preference of the target group? From the perspective of the level of self-construction, this paper concludes that there are significant differences in the "unique needs" of individuals with different self-constraction, resulting in differences in preference for multi-angle and round brand logo shapes. Uniqueness needs play an intermediary role between self-construction and brand identity shape preference. Through four experiments, it is proved that consumers with independent self-construction have higher demand for uniqueness and prefer multi-angle brand logo, while consumers with dependent self-construction have lower demand for uniqueness and prefer round brand logo. However, these effects only exist in the open product purchase situation. When consumers buy and use private products, whether their self-construction is independent or dependent, they have no significant difference in their preference for brand identity diversification and roundness. This paper advances the theoretical research in the field of self-construction, uniqueness demand, brand logo shape, etc., which provides a rich strategic enlightenment for enterprises in designing, adjusting brand logo shape and formulating matching marketing strategies.
【作者单位】： 中山大学管理学院;
【基金】：国家自然科学基金面上项目(71572207)资助
【分类号】：B849;F713.55
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本文编号：1789644