社会圈子、面子意识对自我—品牌联结的调节作用

发布时间：2018-07-28 15:24

【摘要】：在产品的使用价值及其他基本功能之外,消费者开始关注产品品牌,并期望通过对品牌形象与自身形象一致或相似的品牌的消费,来构建、强化和传递自我概念,形成自我—品牌联结,以满足其表达自我,寻求群体归属和社会认同的心理需求。本文以实验法为主要研究方法,讨论了品牌形象与成员群体形象一致性与自我—品牌联结之间的关系,以及社会圈子和面子意识对该关系的调节作用。研究表明:品牌形象与成员群体形象一致与否对消费者与品牌间建立的自我—品牌联结水平的高低有显著的正向影响作用,形象一致时消费者形成的自我—品牌联结,明显高于形象相悖时其形成的自我—品牌联结;消费者所处的社会圈子类型对二者的关系具有显著调节作用,与处于关系亲密的社会圈子的消费者相比,处于关系疏远的社会圈子的消费者,一致性对其自我—品牌联结水平高低的影响更显著;消费者面子意识的程度对二者的关系也有显著调节作用,对于面子意识分别为较高、中等和较低的三类消费者,一致性对其自我—品牌联结水平高低的影响作用存在显著差异。
[Abstract]:In addition to the use value and other basic functions of the product, consumers begin to pay attention to the product brand, and expect to construct, strengthen and transfer the self-concept through the consumption of the brand image which is consistent with or similar to their own image. To form self-brand connection to meet their psychological needs of expressing themselves, seeking group ownership and social identity. Based on the experimental method, this paper discusses the relationship between the identity of the brand image and the image of the member group and the self-brand connection, as well as the role of the social circle and the sense of face in regulating the relationship. The results show that the identity of brand image and group image has a significant positive effect on the level of self-brand connection established between consumer and brand, and the self-brand connection formed by consumers when the image is consistent. It is obviously higher than the self-brand connection formed when the image is contrary, and the type of social circle in which the consumer is located has a significant regulating effect on the relationship between the two, compared with the consumer in the close social circle. Consumers in distant social circles have a more significant impact on their self-brand connection level, and the degree of consumers' face awareness also has a significant role in regulating the relationship between the two, with a higher sense of face, respectively. There are significant differences in the effect of self-brand connection between middle and low consumers.
【作者单位】：暨南大学管理学院;
【基金】：教育部人文社会科学研究项目“中国文化背景下的社会圈子与自我—品牌联结的关系:基于差序格局视角的研究”(12YJC630269) 广东省自然科学重点项目“广东服务业品牌国际化发展战略研究”(2014A030311022) 广东省省级科技计划项目“科技创新对可持续发展战略融入企业的影响及其促导机制研究”(2013B070206034)
【分类号】：C913.3

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