怀旧倾向对国货品牌态度的影响研究

发布时间：2018-03-02 18:10

本文选题：怀旧倾向　切入点：自我品牌联结　出处：《首都经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：怀旧经济浪潮来袭,许多怀旧主题的电影和广告都被搬上了荧幕。而怀旧倾向作为影响消费者行为的重要因素,也受到了企业界和学术界越来越多的重视。与此同时,在全球化经济的冲击下,许多国产品牌因竞争力不够而陷入风雨飘摇之境,不少国产品牌在竞争激烈的市场中逐渐消失,因此,如何挽回国货发展颓势,实现国产品牌的品牌复兴,也是政府和学界一直在努力的方向。本文将国产品牌按品牌诞生年份划分为国产老品牌和国产新兴品牌,考察怀旧倾向对消费者国产品牌态度的影响在新老品牌间的表现差异。并首次将自我品牌联结这一变量引入怀旧营销的研究中,考察自我品牌联结在怀旧倾向与消费者国产品牌态度关系中发挥的作用。在大量阅读相关文献的基础上,本研究搭建了理论框架并对怀旧倾向、自我品牌联结及国产新老品牌态度间的关系提出相关假设。并运用信度效度分析、方差分析和构建回归方程模型等统计学方法进行了假设检验。最后得出的结果表明,怀旧倾向会提高消费者对国产老品牌的态度,但不会影响对国产新兴品牌的态度,自我品牌联结在怀旧倾向对国产老品牌态度的正向作用中起到了部分中介作用。同时,自我品牌联结显著影响消费者的品牌态度,自我品牌联结水平越高,消费者对品牌的态度越积极。
[Abstract]:With the arrival of the nostalgic economic wave, many nostalgic films and advertisements have been brought onto the screen. Nostalgia, as an important factor affecting consumer behavior, has also attracted more and more attention from the business and academic circles. Under the impact of the global economy, many domestic brands have fallen into a state of uncertainty because of their insufficient competitiveness, and many domestic brands have gradually disappeared in the competitive market. Therefore, how to salvage the declining trend of the development of domestic goods, To realize the brand rejuvenation of domestic brands is also the direction of the government and academic circles. This paper divides the domestic brands into old domestic brands and new domestic brands according to the year of their birth. This paper investigates the influence of nostalgia tendency on consumer's domestic brand attitude, and introduces the variable of self-brand connection into nostalgia marketing for the first time. This study examines the role of self-brand bonding in the relationship between nostalgia and domestic brand attitudes. On the basis of reading a large number of relevant literature, this study builds a theoretical framework for nostalgia. The relationship between self-brand association and the attitudes of domestic new and old brands is proposed, and the statistical methods such as reliability and validity analysis, variance analysis and regression equation model are used to test the hypothesis. Finally, the results show that, Nostalgia improves the consumer's attitude towards the old domestic brand, but does not affect the attitude towards the new domestic brand. Self-brand bonding plays a part of the intermediary role in the positive effect of nostalgia on the old domestic brand. At the same time, The higher the level of self-brand connection, the more positive the consumer's attitude towards brand.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F279.2;F273.2;F713.55

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