社会排斥对老字号品牌激活策略效果的影响——时间取向的中介作用  

The Influence of Social Exclusion on the Time-honored Brand Revitalization Strategy Effect:The Mediation of Time Perspective

作　　者：江红艳[1] 王宇[2] 吉峰[1] 孙配贞[3] Jiang Hongyan Wang Yu Ji Feng Sun Peizhen(School of Management, China University of Mining and Technology, Xu Zhou 221116 School of Business Management, Zhongnan University of Economics and Law, Wuhan 430073 School of Education Science, Jiangsu Normal University, Xuzhou 221116)

机构地区：[1]中国矿业大学管理学院,徐州221116 [2]中南财经政法大学工商管理学院,武汉430073 [3]江苏师范大学教育科学学院,徐州221116

出　　处：《管理评论》2016年第11期95-105,共11页Management Review

基　　金：江苏省高校哲学社会科学基金项目(2015SJD431);国家自然科学基金项目(71302141;71672187);国家社会科学基金青年项目(15CSH052);中国博士后科学基金项目(2013M541761;2016T90529)

摘　　要：老字号品牌激活策略的选择是企业营销实践面临的重要议题,解决这一问题具有重要的理论意义和实践意义。本文基于消费者遭遇社会排斥的现实情境考察老字号品牌激活策略效果的问题,并且引入时间取向理论解析社会排斥与品牌激活策略效果二者关系的中介机理。结果发现,因平庸而被排斥的消费者在怀旧型品牌激活策略下的购买意愿较高,过去时间取向在二者关系中发挥中介作用;因优异而被排斥的消费者在创新型品牌激活策略下的购买意愿较高,未来时间取向在二者关系中发挥中介作用。最后,文章讨论了企业如何将社会排斥元素应用于老字号品牌激活广告传播等方面的营销策略,以及研究的局限性与未来研究方向。The choice of time-honored brand revitalization strategies is an important issue in the marketing practice,which has an important theoretical significance and practical value. This paper investigates the effect of time-honored brand revitalization strategy based on the social exclusion context,and introduces time perspective theory to explore the mediating mechanism of the relationship between social exclusion and brand revitalization strategy effect. The results show that consumers who are excluded because of inferiority report higher purchasing intention under the nostalgic strategy and past time perspective serves as a mediator,and consumers who are excluded because of superiority report higher purchasing intention under innovative strategy and future time perspective serves as a mediator. Finally,this paper discusses the marketing implications,such as how to apply the social exclusion elements to the time-honored brand revitalization strategy,and points out the limitation and future research direction.

关 键 词：社会排斥 老字号 品牌激活 时间取向 

分 类 号：F274[经济管理—企业管理]