品牌刻板印象对规避参照群体负面效应的调节作用——基于“好”品牌遇上“坏”群体的视角  

作　　者：冯文婷 彭泗清[2] 涂荣庭[3] 

机构地区：[1]深圳大学管理学院理论经济学博士后流动站 [2]北京大学光华管理学院 [3]深圳大学管理学院

出　　处：《企业经济》2018年第7期12-20,共9页Enterprise Economy

基　　金：国家自然科学基金项目"自媒体平台中消费者传播负面舆论的动机与情绪;品牌负面刻板印象的动态变化和企业应对策略的研究"(项目编号:71772129);国家自然科学基金项目"贫富分化加剧下的‘压力应对型’消费行为:类型;心理机制与影响"(项目编号:71372025)

摘　　要：在社会化营销时代,品牌真实的使用者逐渐成为参照群体,其中一些享誉世界的"好"品牌不可避免地与"坏"使用群体产生联系。当"好"品牌遇上"坏"群体时,有些品牌会因规避群体而被贬低、甚至污名,而有些品牌则并未受到规避群体的负面影响。为解释上述现象,本文从品牌关系视角出发,提出规避群体并不一定产生负面效应,其影响受到消费者对品牌已有刻板印象的调节。通过2个实验结果表明:当消费者对品牌有较低的感知温情时,规避群体显著降低了消费者购买意愿,弱化了自我-品牌联结。然而,当消费者已有较高的感知温情时,规避群体并未产生显著的负面效应。研究结论对企业在社会化媒体时代的品牌管理提供了重要启示。In social marketing age, the actual users of brands are becoming reference groups; among those, some prestigious ＂good＂ brands are inevitably associated with ＂bad＂ groups of users. When ＂good＂ brands meet ＂bad＂ groups, some brands will be devalued and even stigmatized by dissociative groups, while some are immune from the negative impacts of dissociative users. To explain this phenomenon, this study draws inference from brand relationship perspective, proposes that dissociative groups might not necessarily lead to undesirable outcomes, and argues that the impact of dissociative groups is moderated by consumers＂ existing brand stereotypes. The results from two experiments show that： when consumers have a lower perception of brand warmth, dissociative groups significantly reduce consumers＂ purchase intention and weaken self- brand connection; however, when consumers have a higher perception of brand warmth, such a negative effect of dissociative groups will not occur. The above results can provide implications for brand management in social media age.

关 键 词：社会化媒体 参照群体 规避群体 品牌刻板印象 品牌关系 

分 类 号：F274[经济管理—企业管理]