品牌拟人形象性别一致性和品牌态度关系研究:品牌热情与能力类型的调节作用  

An Empirical Study on the Relationship between Brand Spokes-character Gender Consistency and Consumer Brand Attitude: Moderating Effect of Brand Warmth and Competence

作　　者：杨慧[1] 王舒婷 YANG Hui;WANG Shuting(International School,Jiangxi University of Finance and Economics,Nanchang 330013,China;School of Business Administration,Jiangxi University of Finance and Economics,Nanchang 330013,China)

机构地区：[1]江西财经大学国际学院,江西南昌330013 [2]江西财经大学工商管理学院,江西南昌330013

出　　处：《商业经济与管理》2020年第2期56-68,共13页Journal of Business Economics

基　　金：国家自然科学基金项目“电商感官补偿激励及策略研究:概念隐约视角”(719620009);江西省社会科学规划项目“电商感官补偿的隐约模式、作用机制及管理逻辑研究”(1GLl18);江西省自然科学基金项目“生鲜农产品销售的感官补偿机制及策略研究”(20181BAA208056);江西财经大学研究生创新课题“品牌拟人化沟通对消费者好感的影响研究”

摘　　要：三个实验检验了品牌拟人形象性别与目标消费者性别一致性的积极效应以及品牌热情能力定位对其的调节作用。结果表明:出于社会认同动机,当性别刻板印象未被激活时,消费者对于拟人形象和自身性别一致的品牌态度更加积极。而当性别热情能力刻板印象被激活时,性别一致性的积极效应被品牌热情能力定位调节。具体而言,对于男性消费者,相对于能力型品牌,热情型品牌由于和男性高能力低热情刻板印象不同,男性消费者对男性拟人形象的社会认同降低,品牌拟人形象与消费者性别一致性对社会认同和品牌态度的积极效应消失;而对于女性消费者,与传统刻板印象相反的高能力低热情的女性拟人形象并未对她们的社会认同及品牌态度产生负面影响。A series of three laboratory experiments demonstrate that gender consistency between brand spokes-characters and target consumers has a positive effect on brand attitudeand the brand positioning type of warmth or competence plays a moderating role on this effect.Results showthat for a purpose of social identity,consumers hold a more positive attitude toward the brand that hasa spokes-character of the same genderwhen warmth and competence stereotype is not activated.But when this stereotype is activated,this positive effect will be moderated by brand positioning type of warmth or competence.Specifically speaking,compared with competent brands,warm brands are different from male stereotype image of high competence and low warmth,therefore,male consumers have lower social identity of male brand spokes-characters,and the positive effect of gender consistency positive effect on social identity and brand attitude disappears.For female consumers,the female characters with high competence and low warmth,contrary to the traditional stereotype,have no negative impact on their social identity and brand attitude.

关 键 词：品牌拟人形象 品牌态度 社会认同理论 热情能力刻板印象 

分 类 号：F713.50[经济管理—市场营销]