金钱与时间线索对品牌依恋的影响及其机制研究  

The Effect of Money and Time Cue on Brand Attachment and Its Mechanism

作　　者：侯清峰 于洪彦[1] 梁剑平[1] HOU Qingfeng;YU Hongyan;LIANG Jfanping(Sun Yat-sen University, Guangzhou, China)

机构地区：[1]中山大学管理学院

出　　处：《管理学报》2018年第11期1705-1712,共8页Chinese Journal of Management

基　　金：国家自然科学基金资助面上项目(71772183)

摘　　要：针对环境因素对品牌依恋的影响,着重考察了金钱与时间两种环境线索对于消费者品牌依恋的影响,并通过3个实验研究发现:相比于激活时间概念,激活金钱概念会减弱消费者对特定品牌的依恋程度,并且这种影响作用会被消费者感知的自我-品牌距离所中介。Brand attachment is the emotional bond formed in the interaction between consumer and brand and is a critical construct that depicts the quality of brand relationship.Developed in a specific environment,the interaction is exposed to many environmental factors.However,most of the previous researches focused on the antecedents that only related to brand or consumer,lacking the exploration of the specific environmental factors,such as the concept of money and time.Therefore,the study mainly explored the effect of money and time,the two environmental cues,and through three experiments,it was found that,compared with activating time,activating money reduced consumers’ emotional brand attachment to the specific brands and that the effect of money and time was mediated by the self-brand distance perceived by consumers.

关 键 词：品牌依恋 激活金钱/时间 环境线索 社会距离 关系模式 

分 类 号：C93[经济管理—管理学]