赠礼情境下自我构念对品牌显著度偏好的影响  

The Effect of Self-Construal on Preference for Brand Prominence in the Context of Gift-Giving

作　　者：张喆[1] 张知为[1] 

机构地区：[1]复旦大学管理学院,上海200433

出　　处：《复旦学报（自然科学版）》2013年第2期152-159,共8页Journal of Fudan University：Natural Science

基　　金：国家自然科学基金重点项目资助(70832001);国家自然科学基金面上项目资助(70972049);教育部人文社会科学研究基金项目资助(09YJC630036);"211工程"三期重点学科建设项目资助(211xk06)

摘　　要：本研究关注的是赠礼情境下赠礼者的自我构念与其对品牌显著度偏好的影响.研究发现,当赠礼者和收礼者的时尚地位一致时,赠礼者相对发达的互依自我与对品牌显著度的偏好不相关.当赠礼者为圈内人,收礼者为圈外人时,赠礼者的互依自我构念相对越发达,越偏好显性信号的产品.而当赠礼者为圈外人,收礼者为圈内人时,自我构念并没有影响,这归因于隐性信号有其特殊性,即无法被圈外人感知到.研究结果对指导企业管理实践具有重要参考价值.This research examines the role of the giver＇s self-construal on his preference for the brand prominence in a gift-giving situation. The results show that when the fashion status of the giver and the receiver are the same, the development of the giver＇s interdependent self-construal and his preference for the brand prominence are not relative. When the giver is the fashion insider and the receiver is the outsider, the more developed the interdependent self-construal is, the more the giver likes the explicit signal product. While the giver is the fashion outsider and the receiver is the insider, the self-construal does not have any influence. This might be due to the nature of the subtle signal, which is that it cannot be perceived by the outsiders. The study is of significant reference value to guidance in the practice of business management.

关 键 词：自我构念 品牌显著度 赠礼 

分 类 号：F274[经济管理—企业管理]