自我概念一致性与品牌偏好关系研究:自我差异的调节作用  

Research on the Relationship between Self-concept Congruence and Brand Preference:the Moderating Effect of Self-discrepancy

作　　者：姚琼[1] 翁国健[1] 

机构地区：[1]暨南大学管理学院,广东广州510632

出　　处：《江苏商论》2012年第3期10-12,15,共4页Jiangsu Commercial Forum

摘　　要：本文研究了自我差异对自我概念一致性与品牌偏好关系的调节作用。结果表明,当消费者感知到高水平的自我差异时,理想的自我概念一致性(相比现实的自我概念一致性)对品牌偏好的影响更大;而当消费者感知到低水平的自我差异时,现实的自我概念一致性(相比理想的自我概念一致性)对品牌偏好的影响更大。因此,企业不仅要深刻认识到消费者自我概念在品牌个性塑造中的重要性,而且必须将自我概念一致性与自我差异相结合,针对消费者不同自我差异水平进行品牌个性的细化塑造。This paper studies the moderating effect of self-discrepancy on the relationships between self-concept congruence and brand preference.The findings show that the ideal self-concept congruence（compared with the actual self-concept congruence） has a greater impact on brand preference when consumers perceive high-level self-discrepancy,while the actual self-concept congruence（compared with the ideal self-concept congruence） has a greater impact on brand preference when consumers perceive low-level self-discrepancy.Thus,not only should corporations realize the importance of consumer＇s self-concept in building brand personality,but also combine self-concept congruence and self-discrepancy and build brand personality in accordance with different levels of self-discrepancy.

关 键 词：自我概念一致性 自我差异 品牌偏好 品牌个性 

分 类 号：F713[经济管理—产业经济]