Emotional Brand Experience and Brand Prestige Effect of Symb

发布时间：2021-02-22 17:54

　　象征性消费的一个重要方面是产品作为社会结构的有形市场所发挥的作用。特定产品或品牌的所有权及其特定的消费模式可能彰显出一系列因素,比如,生命周期的状态和阶段、政治或宗教归属,以及职业类别。一般来说,很多时候,消费者可能主要因为受到某种符号的激发,而购买产品,这是因为这种商品象征着某种特定社会角色或期望达到的社会地位的一种表达。然而,这些方法却备受诟病,因其“以不同的方式,决定消费者的行为”。为了弥补这些方法所具有的缺陷,学者们已决定于未来将开展相应的研究,重点探讨象征性消费如何影响消费者的行为。本研究以炫耀性产品中的象征性消费为基础,以Y代消费者为研究对象。通过文献回顾,探讨了象征性消费对Y代消费者行为的影响机制。为了使研究更全面,本文主要集中在以下三点。首先,象征性消费的定义和衡量标准。象征性消费因情形不同而不同。从消费者角度探索象征性消费的意义是很重要的。因此,本研究建立了品牌态度和行为模型的象征性消费量表。该研究进行了若干分析和统计程序,以确认使用这些量表收集的数据是有效的。结果表明,象征性消费维度与品牌态度和购买意愿是正相关的。其次,本文实证研究了 Y代消费者的情感体验和品牌知名... 

【文章来源】：大连理工大学辽宁省 211工程院校 985工程院校 教育部直属院校

【文章页数】：126 页

【学位级别】：博士

【文章目录】：
Abstract
摘要
1 Introduction
    1.1 Research Background
        1.1.1 Symbolic Consumption in Generation Y Consumers
        1.1.2 Global versus Local Brands Consumption
    1.2 Statement of the Problem
    1.3 Purpose of the Study and Significance
    1.4 Definition of Key Terms
    1.5 Research Plan of the Dissertation
2 Literature Review
    2.1 An overview of Consumption
    2.2 An overview of Symbolic Consumption
        2.2.1 Symbolic Consumption in a conspicuous product
        2.2.2 Prior Research on Symbolic Consumption
    2.3 Components of Symbolic Consumption
        2.3.1 Self-Concept Theory
        2.3.2 Consumer Lifestyle Congruence
    2.4 Antecedents of Symbolic Consumption
        2.4.1 Consumer Factor: Emotional Brand Experience
        2.4.2 Product Factor: Brand Prestige
    2.5 Consequence of Symbolic Consumption
        2.5.1 Attitude and Behavior Model
        2.5.2 Brand Loyalty
    2.6 Generational Cohort Theory
    2.7 Proposed Conceptual Model
    2.8 Chapter Summary
3 Scale development of Symbolic Consumption on Brand Attitude and Purchase Intentions
    3.1 The Influence of Symbolic Consumption on Brand Attitude and PurchaseIntentions
    3.2 Method
        3.2.1 Sample and Brand Selection
        3.2.2 Development of Measurement Scales
    3.3 Results
        3.3.1 Participation Characteristic
        3.3.2 Descriptive Statistics
        3.3.3 Reliability and Validity Test
        3.3.4 Analysis of the Results
    3.4 Conceptual Mode
    3.5 Relationships between Emotional Experience, Brand Prestige,SymbolicConsumption and Brand Loyalty
        3.5.1 Relationship between Emotional Experience, Symbolic Consumption, andBrand Loyalty
        3.5.2 Relationship between Brand Prestige, Symbolic Consumption and BrandLoyalty
        3.5.3 Relationship between Symbolic Consumption and Brand Loyalty
        3.5.4 Relationship between Emotional Experience and Brand Prestige
        3.5.5 Global brand vs.Local Brand Effect
        3.5.6 Generation Y Consumers' Incomes Sources Effect
    3.6 Chapter Summary
4 Methodology
    4.1 Sample and Procedure
    4.2 Questionnaires and Measures
        4.2.1 Emotional Experience
        4.2.2 Brand Prestige
        4.2.3 Symbolic Consumption
        4.2.4 Brand Loyalty
        4.2.5 Demographic Information
        4.2.6 Pilot Study
    4.3 Method of Data Analysis
    4.4 Chapter Summary
5 Data Analysis and Results
    5.1 Sample Characteristics
    5.2 Descriptive Statistics
    5.3 Reliability and Validity Tests
        5.3.1 Reliability Test
        5.3.2 Discriminant Validity
        5.3.3 Convergent Validity
    5.4 Structural Equation Model
    5.5 Hypotheses Testing
        5.5.1 Hypothesis 1 through Hypothesis 6
        5.5.2 Hypothesis 7 through Hypothesis 12
        5.5.3 Hypothesis 13 through Hypothesis 18
    5.6 Chapter Summary
6 Discussion and Conclusions
    6.1 Discussion
    6.2 Conclusions
    6.3 Implications
        6.3.1 Implications for Theory and Research
        6.3.2 Implications for Practitioners
    6.4 Limitations and Recommendations for Future Study
Abstract of Innovative Points
References
Appendix A 42 personality traits
Appendix B Questionnaire for Scale development of Symbolic Consumption on BrandAttitude and Purchase Intentions
Appendix C Questionnaire for Main Study
Research Projects and Publications during PhD Period
Acknowledgement
Curriculum Vitae



本文编号：3046353