要素品牌拟人化形象对终端品牌联想的影响机制——基于心理距离和感知风险的双中介视角  

Influence Mechanism of Element Brand Anthropomorphic Image on Terminal Brand Association

作　　者：周俪 许基南[1] 沈鹏熠 Zhou Li;Xu Jinan;Shen Pengyi

机构地区：[1]江西财经大学工商管理学院,江西南昌330013 [2]宁德师范学院经济管理学院

出　　处：《企业经济》2022年第5期85-95,共11页Enterprise Economy

基　　金：国家社会科学基金项目“新媒体环境下‘网红’代言对品牌价值的影响机制及治理对策研究”(项目编号:20BGL118);国家自然科学基金项目“基于线上线下融合的混合服务质量研究:驱动机制、影响效果和管理启示”(项目编号:71762011);江西省研究生创新专项资金项目“要素品牌化:效应、选择机制与价值形成”(项目编号:YC2018-B038);宁德师范学院校级科研经费资助项目“闽东品牌发展研究创新团队”(项目编号:2019T05)

摘　　要：构建适当的要素品牌形象是促进要素供应商与消费者进行品牌沟通的一种有效策略。文章运用实验法,从心理距离和感知风险两个不同的视角出发,分析要素品牌拟人化形象对终端品牌联想的影响机制。研究结果表明:无论是热情型还是能力型的要素品牌拟人化形象,均能显著影响终端品牌联想;要素品牌拟人化形象有助于拉近消费者与要素品牌的心理距离,从而增强终端品牌联想,且心理距离的中介作用受到消费者价值取向和性别的调节;要素品牌能力型拟人化形象能通过减少消费者的感知风险来增强终端品牌联想,且不受消费者情绪的影响。因此,要素供应商应善于运用要素品牌拟人化这种营销手段来促进要素品牌与消费者的有效沟通,通过热情型或能力型拟人化形象的塑造来强化终端品牌联想。Constructing an appropriate factor brand image is an effective strategy to promote brand communication between factor suppliers and consumers.This paper uses experimental method to analyze the influence mechanism of the anthropomorphic image of the element brand on terminal brand association from two different perspectives of psychological distance and perceived risk.The research shows that both enthusiastic and capable elements of the brand anthropomorphic image can significantly affect the terminal brand association;the anthropomorphic image of factor brands helps to narrow the psychological distance between consumers and factor brands,thereby enhancing the terminal brand association,and the mediating effect of psychological distance is regulated by consumers'value orientation and gender;the anthropomorphic image of element brand ability can enhance terminal brand association by reducing consumers'perceived risk,and is not affected by consumer sentiment.Therefore,element suppliers should be good at using element brand personification as a marketing method to promote effective communication between element brands and consumers,and strengthen terminal brand associations through the shaping of enthusiastic or capable anthropomorphic images.

关 键 词：要素品牌拟人化形象 终端品牌联想 心理距离 感知风险 

分 类 号：F713.50[经济管理—市场营销]