品牌真实性对品牌推崇的影响研究：品牌认同和环保自我担当的作用

发布时间：2018-10-29 12:16

【摘要】：在产品日益同质化和营销泛滥的市场环境下,消费者越来越崇尚真实自由个性的消费方式,他们希望通过消费真实的品牌来寻求自我真实性。然而,一些“伪真实性品牌”的存在导致消费者对品牌的感知真实性下降。像“我可能喝了假酒”、“我可能看了假兵马俑”等带有戏谑成分网络词语的流行,就是对产品或品牌的真实性遭到质疑的写照,消费者开始对品牌的“真与假”加以思考和重视。从已有文献来看,品牌真实性研究大多集中在概念、测量及形成机理的质性研究方面,后果变量的实证研究较少。因此,认清消费者如何在真假难辨的餐饮业市场选择真正的绿色品牌、分析消费者对品牌真实性的衡量标准、影响后果以及消费者在选择绿色品牌时考虑的其他外界因素,具有非常重要的意义。同时,管理实践者们认为提升品牌的真实性是企业具备竞争优势和发展品牌的灵丹妙药。基于前人研究,本论文以国内餐饮业绿色品牌为研究范围,结合品牌真实性理论和品牌认同理论构建了品牌真实性、品牌推崇、品牌认同及环保自我担当相互作用的概念模型。实证结果表明:第一,品牌真实性(持续性、原创性和自然性三个维度)显著正向影响品牌推崇,而可靠性对品牌推崇影响不显著。第二,品牌认同在持续性、原创性、自然性与品牌推崇的作用中发挥部分中介作用。第三,环保自我担当在品牌真实性(持续性、自然性)与品牌推崇的关系中具有正向调节效应。这些结论有助于深入理解品牌真实性的影响作用机制,使品牌真实性理论研究拓展到餐饮业的绿色品牌领域。对于打造餐饮业绿色品牌的企业来说,只有持续追求品质,重视原创、建立自我独特风格,坚持天然健康绿色,不欺骗消费者,诚信经营,才能提高消费者对品牌真实性感知程度,提高消费者对品牌的认同,促进消费者对品牌的推崇,建立绿色品牌持续的竞争优势。
[Abstract]:In the market environment where products are increasingly homogenized and marketing is rampant, consumers are advocating more and more real and free individual consumption patterns. They hope to seek self-authenticity through consuming real brands. However, the existence of some pseudo-authenticity brands leads to a decline in consumer perception of brand authenticity. Such as "I may have drunk fake wine", "I may have seen fake Terracotta Warriors" and other banter elements of the popularity of online words, is a product or brand is questioned the authenticity of the portrayal. Consumers begin to think and attach importance to the brand's "true and false". From the existing literature, most of the brand authenticity research is focused on the concept, measurement and formation mechanism of qualitative research, the empirical study of the outcome variables is less. Therefore, it is necessary to recognize how consumers choose real green brands in the indistinguishable catering market, analyze the consumers' measurement of brand authenticity, the consequences and other external factors that consumers take into account when choosing green brands. Of great significance. At the same time, management practitioners believe that enhancing brand authenticity is a panacea for enterprises with competitive advantages and brand development. Based on previous studies, this paper takes the green brand of domestic catering industry as the research scope, combining the theory of brand authenticity and brand identity theory to build a conceptual model of the interaction of brand authenticity, brand esteem, brand identity and environmental self-responsibility. The empirical results show that: first, brand authenticity (persistence, originality and naturalness) significantly positively affects brand esteem, while reliability has no significant impact on brand esteem. Secondly, brand identity plays an intermediary role in persistence, originality, naturalness and brand esteem. Thirdly, environmental self-responsibility has positive adjustment effect in the relationship between brand authenticity (persistence, naturalness) and brand esteem. These conclusions are helpful to understand the influence mechanism of brand authenticity and extend the theory of brand authenticity to the field of green brand in catering industry. For the enterprises that build the green brand of catering industry, only the continuous pursuit of quality, the importance of original, the establishment of a unique style of self, adhere to natural health green, do not deceive consumers, good faith management, In order to improve consumers' perception of brand authenticity, enhance consumers' recognition of brand, promote consumer's esteem of brand, and establish sustainable competitive advantage of green brand.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2

【参考文献】