他们为何会痴迷于某个品牌？  

Why are they so obsessed with a specific brand？

作　　者：李韵琴[1] 农婷[1] 林升栋[1] 

机构地区：[1]厦门大学新闻传播学院,厦门361005

出　　处：《现代广告》2015年第6期40-43,共4页Modern Advertising

基　　金：本文受中央高校基本科研业务费专项资金项目“东西方不同文化思维方式对广告说服的影响：一个至下而上的脉络建构与验证”（项目号2013221006）资助.林升栋为本文通讯作者.、

摘　　要：现代社会存在一批对某个品牌痴迷的顾客，研究这些极端或独特的个案对企业营销、个体自控等都有一定的意义。本文通过深度访谈，对5名品牌至爱者的行为进行研究，了解他们与品牌之间的故事，旨在找到他们品牌痴迷行为背后的深层次原因。研究结果显示：品牌是品牌痴迷者满足虚荣的一种手段；是他们追求独特品位的物化结果和自我呈现的重要工具；他们将对至亲的情感倾注在品牌上；并以品牌作为他们思念亲人的感情纽带。There are some consumers who are so obsessed with a specific brand in our modem society. However, the case study of extreme or unique individuals has certain significance to marketing, individual self-control and so on. This paper studies 5 brand obsessives with depth interview. We try to understand the stories happening between them and brands, and explore the underlying reasons of their brand obsession behaviors. Our study indicates that the brand is a way for brand obsessives to pursue their vanity. It＇s also a materialized representation of their seeking for unique taste and their self presentations. Besides, they pour their emotions to the brand as to their loved kins and the brands act as emotional bonds of their loved ones.

关 键 词：品牌 痴迷 消费者 故事 

分 类 号：F270[经济管理—企业管理]