中国企业情景下品牌依恋形成机理研究——基于消费者与品牌个性匹配的视角  

Study on Formation Mechanism of Brand Attachment Based on China Enterprise Scenarios:From the View of Personality Match Between Consumer and Brand

作　　者：朱七光[1] 李安周[1] 

机构地区：[1]陕西理工学院管理学院,陕西汉中723000

出　　处：《统计与信息论坛》2012年第2期99-103,共5页Journal of Statistics and Information

基　　金：2011年汉中市软科学项目<汉中县域经济产业集成品牌培育与壮大研究>(2011HZRKX008)

摘　　要：中国企业营销与品牌管理实践中,构建品牌依恋是企业塑造忠诚客户的重要使命,其关键在于使企业的品牌人格与消费者个性相匹配。中国企业品牌化情景与品牌管理实践的实证研究发现:形成品牌依恋的消费者个性与品牌人格匹配度是非常复杂的,受到消费者参与、消费者个体差异及消费者个性匹配度(现实个性匹配度与理想个性匹配度)类型的影响。统计检验表明:现实个性匹配度对品牌依恋的影响效应显著强于理想个性匹配度,而且消费者参与、自尊感和消费者形象会强化现实个性匹配度对品牌依恋的正向效应,同时弱化消费者理想个性匹配度对品牌依恋的影响,从而具有调节作用。研究发现:中国企业应该通过对消费者个性的研究与挖掘来建立消费者与品牌之间的品牌依恋,并且应该注重品牌的人格培育及其与消费者现实个性的匹配。In the course of branding and brand management, brand attachment has always plays a important role for cultivation of brand loyalties of companies. And the key of constructing brand attachment is to meet the demand for match or congruence between personalities and consumers＂ selves. Based on empirical research of Chinese firms＇ branding practice and management, it has been found that brand attachment is strongly affected by match degree between consumer and brand. Furthermore, relationship between brand attachment and degree of match is moderated by two variables （consumer＇s participation and consumer＇s image）. Through statistical test, this article also believes that actual personality match has strongly significant effect on brand attachment, and two variables all can enhance （weaken） the connection between actual personality match （ideal personality match） and brand attachment. At last, through analysis of Chinese firms＇ branding practice, conclusions of this research are very suitable and essential for them to build brand attachment between consumer and brand. At the same time, we suggested that Chinese firms should focus on authentic branding pattern and deeply discuss consumer＇s actual personality.

关 键 词：品牌人格 品牌依恋 中国企业情景 个性匹配度 

分 类 号：F713.55[经济管理—市场营销]