文化资本与品牌偏好代际的关系  

The Relationship between Cultural Capital and Intergenerational Transmission of Brand Preference

作　　者：崔楠[1] 徐岚[1] 刘洪深[2] 

机构地区：[1]武汉大学经济与管理学院,湖北武汉430072 [2]长沙理工大学经济与管理学院,湖南长沙410114

出　　处：《经济管理》2015年第2期84-95,共12页Business and Management Journal ( BMJ )

基　　金：教育部人文社会科学研究青年项目"基于消费者社会化的品牌复兴战略研究"(09YJC630178);国家自然科学基金面上项目"顾客社会化:理论建构与实证检验"(71172208);国家社会科学基金一般项目"中国品牌跨国并购后的国际化嵌入及其作用机制研究"(14BGL067)

摘　　要：本文从文化传承视角,借助解释学研究方法,探索文化资本在品牌偏好代际影响中的作用及内在机理。具体而言,高文化资本家庭的父母会倾向于主动将特定的用于标识文化资本的品牌偏好以意义建构的方式传递给子女,高文化资本家庭的子女倾向于吸收和接纳那些标识父母文化资本的父辈品牌偏好,并通过对父母社会身份的认同以及对家庭惯习的反思,逐渐强化对文化资本标识的认识,从而实现对父辈品牌偏好的传承。并且,代际文化资本一致性增强了父母对子女品牌偏好的影响作用。本研究进而提出一个关于父母文化资本对品牌偏好代际传承影响的解释框架,为品牌长期管理提供了重要的管理建议。The literature on intergenerational influence has shown that adult children and their parents tend to have shared brand preference. From the perspective of cultural inheritance, the intergenerational influence on brand preference reflects the with-family transmission of consumer taste from one generation to the next. Brand preference is a medium that transmits consumer culture from parents to offspring, especially for the parents who try to pass their identities on to their children. Cultural capital theory proposes that individuals or families with high cultural capital have a strong desire to maintain their unique consumer culture. However, little research has further explored the role of cultural capital in the intergenerational effect on brand preference. The purpose of the paper was to investigate the intergenerational effect on brand preference among families with high or low cultural capital and clarify the mechanisms of cultural capital that influences transmission of brand preference. A phenomenological-hermeneutic research method was used to analyze narratives from college students＇ interviews of daily consumer behaviors and brand preference. The main results of the research are as follows ： （ 1 ） the children from families with high cultural capital showed identical brand preference and similar brand consumption behaviors as their parents in more product categories than those from low cultural capital families; （2） the distinction in the behaviors of brand consumption between high and low cultural capital families was made in two ways. First, the parents with high cultural capital were more likely to assume the role as a socialization agent than low cultural capital parents; they proacfively took socialization tactics such as narrating brand identity, building self-concepts and collective experiences through consumption with the aim of forming the link between parental brands and the children＇s self-concepts. Second, the children from the families with high cultural capital had more posi

关 键 词：代际影响 品牌偏好 消费者社会化 文化资本 代际传承 

分 类 号：F840.32[经济管理—保险]