要素品牌策略与产品独特性评价:自我建构和产品性质的调节作用  

The Effect of Ingredient Brand Strategies on Product Distinctiveness Evaluation: The Moderating Role of Selfconstrual and Product Nature

作　　者：王海忠[1,2] 王骏旸[1] 罗捷彬 

机构地区：[1]中山大学中国品牌研究中心 [2]中山大学管理学院 [3]中国出口信用保险公司广东分公司

出　　处：《南开管理评论》2012年第4期111-117,共7页Nankai Business Review

基　　金：国家自然科学基金项目(71172164);国家教育部哲学社会科学重大课题攻关项目(08JZD0019)资助

摘　　要：企业采取要素品牌策略的根本动机,就是借助要素品牌提高产品独特性,获取竞争优势。然而,当企业突出产品独特性的营销做法与消费者目标冲突时,企业所付出的努力就会白费。本文通过实验研究发现,虽然联合要素品牌策略与自有要素品牌策略相比更能够提高产品独特性评价,但这一作用会受一些边界条件的限制。当产品性质为私人产品时,无论是相依型还是独立型的消费者,联合要素品牌策略都比自有要素品牌策略更能提高产品独特性评价。然而,当产品性质为公众产品时,对于相依型(而非独立型)自我建构的个体而言,联合要素品牌策略的优势不再显著。The initial motivation of ingredient branding strategy is to improve product distinctiveness and competitive advantages through the effect of ingredient brand to key attribute of product. However, when marketing practices of highlighting product distinc- tiveness collide with consumer goals, the efforts of company will be wasted. Through an experiment, the authors show that co-branding strategy can increase product distinctiveness better than self-brand- ing strategy. But this effect is limited by some boundary conditions. For a private good, co-branding strategy is always better than self- branding strategy under different self-construal conditions. But for a public good, this effect is not significant under the interdependent self-construal condition （rather than independent self-eonstrual condition）. The findings of this paper have important implications for business practices.

关 键 词：产品独特性 要素品牌策略 自我建构 产品性质 

分 类 号：F273.2[经济管理—企业管理]