消费者自我概念与品牌个性一致性对品牌依恋的影响  

The Impact of Consistency of Self-image and Brand Character on Brand Attachment

作　　者：常永胜[1] 申忠文 周德峰[1] 

机构地区：[1]广东外语外贸大学,广州510006

出　　处：《广东外语外贸大学学报》2014年第4期27-31,35,共6页Journal of Guangdong University of Foreign Studies

摘　　要：20世纪60年代,英国心理学家Bowlby完成了心理学领域中经典依恋理论的开创性研究工作。随后,营销学者意识到,心理学中以人际关系为基础的依恋理论也可以应用到营销情景中,因此,品牌依恋作为品牌研究的一个新视角逐渐受到营销学者的关注。本研究以国内外相关品牌理论为基础,以手机品牌为调研背景,建立了消费者自我概念一致性对品牌依恋的影响模型,引入了产品涉入度和消费者自尊两个调节变量,同时探讨了各种背景变量对研究变量的显著性影响。In the 1960s, as British psychologist Bowlby completed a groundbreaking research work in the field of psy-chology, i.e. classical attachment theory. Then marketing scholars realized that in psychology, interpersonal relationship based on attachment theory can also be applied to the marketing scenario, and therefore, brand attachment as a new perspective is gradually becoming important in marketing study. Based on the theory of domestic and foreign brands and the research back-ground in mobile phone brand, this study formulates a consumer self-congruence model of consistency of brand attachment, introduces two variables of product involvement and consumers’ self-esteem, and explores the significant impact of various background variables on various research variables.

关 键 词：自我概念 品牌个性 自我一致性 品牌依恋 

分 类 号：F279.14[经济管理—企业管理]