认同融合和文化认同对消费者品牌关系的影响研究

发布时间：2018-03-23 12:13

本文选题：认同融合　切入点：文化认同　出处：《天津大学》2014年硕士论文

【摘要】：在品牌犯错频繁发生的今天,这些品牌犯错事件直接破坏消费者与品牌间的关系,导致了企业现有的消费者大量流失,甚至关系企业的未来生存。就此,国内外学者从影响消费者感知的途径以及削弱负面影响的方式等方面进行探讨,虽然取得丰硕的成果,但是较少从文化和认同的角度系统分析认同融合和文化认同能否减轻品牌犯错的影响。在现有国内外研究成果的基础上,构建在品牌犯错情景下文化认同和认同融合对于消费者心理和行为的研究框架,以手机品牌为例,选取天津地区的学生样本问卷调查,验证不同品牌犯错类型中认同融合、文化认同、品牌免疫力、重新购买意愿和负面口碑之间的关系,深入分析企业有效采取品牌犯错补救措施。针对有效问卷进行分析,主要结论如下:第一,无论是在损害消费者直接利益的品牌犯错情景中还是损害消费者间接利益的品牌犯错情景中,认同融合对消费者品牌免疫力都存在显著的影响,而文化认同对消费者品牌免疫力不存在影响。不同品牌犯错情景中认同融合与品牌免疫力的函数有差异,损害消费者直接利益的负面事件,相比于损害消费者间接利益的负面事件,消费者的认同融合程度与品牌免疫力的正相关关系更加明显。第二,无论是在损害消费者直接利益的品牌犯错情景中还是损害消费者间接利益的品牌犯错情景中,文化认同和认同融合对重复购买意愿都存在显著的影响,但是认同融合相比于文化认同,对消费者产生重新购买意愿的影响更为显著。第三,无论是在损害消费者直接利益的品牌犯错情景中还是损害消费者间接利益的品牌犯错情景中,文化认同和认同融合对于消费者的负面口碑都存在显著的影响,同样认同融合相比于文化认同,对消费者产生负面口碑的影响更为显著。最后得到结论,认同融合相比较文化认同更加准确预测消费者的心理反应和未来行为的表现。结合中国企业的实际情况,提出若干的企业品牌管理方法和建议,提高企业的长久发展。
[Abstract]:With the frequent occurrence of brand mistakes today, these brand mistakes directly undermine the relationship between consumers and brands, leading to a large loss of existing consumers in enterprises, and even related to the future survival of enterprises. Scholars at home and abroad have discussed ways of influencing consumers' perception and ways of weakening negative effects, although they have achieved fruitful results. However, it is rare to systematically analyze whether identity fusion and cultural identity can mitigate the impact of brand error from the perspective of culture and identity. In this paper, the author constructs a research framework of cultural identity and identity fusion for consumers' psychology and behavior under the situation of brand error. Taking mobile phone brand as an example, a questionnaire survey of Tianjin students' sample is conducted to verify the identity fusion among different brand error-making types. The relationship between cultural identity, brand immunity, willingness to buy again and negative word of mouth, in-depth analysis of enterprises to take effective brand error remedial measures. According to the effective questionnaire, the main conclusions are as follows: first, Whether in a brand error scenario that damages the direct interests of consumers or in a brand fault scenario that damages the indirect interests of consumers, identity fusion has a significant impact on consumer brand immunity. However, cultural identity has no effect on consumer brand immunity. There are differences in the functions of identity fusion and brand immunity in different brand error-making situations, which impair the direct interests of consumers. Compared with the negative events that harm the indirect interests of consumers, the positive correlation between the degree of consumer identity fusion and brand immunity is more obvious. Second, Cultural identity and identity fusion have a significant impact on the willingness to repeat purchase, whether in a brand error scenario that damages the direct interests of consumers or in a brand fault scenario that damages the indirect interests of consumers. But identity fusion has a more significant impact on consumers' willingness to buy again than cultural identity. Third, Whether in a brand error scenario that damages the direct interests of consumers or in a brand fault situation that damages the indirect interests of consumers, cultural identity and identity fusion have significant effects on consumers' negative word-of-mouth. The same identity fusion has a more significant impact on consumers' negative word of mouth than cultural identity. Identity fusion is more accurate than cultural identity in predicting consumers' psychological reaction and future behavior. Combined with the actual situation of Chinese enterprises, some brand management methods and suggestions are put forward to improve the long-term development of enterprises.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G05;F713.55

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