消费者如何面对品牌失败?——调节定向和依恋模式的作用  

How Do Consumers Face Brand Failure?

作　　者：秦佳良 Qin Jialiang

机构地区：[1]上海理工大学管理学院,上海200093

出　　处：《企业经济》2022年第10期101-112,共12页Enterprise Economy

基　　金：上海市青年科技英才扬帆计划项目“数字产品团队的学习研究”(项目编号:21YF1431100)。

摘　　要：消费者否定品牌的一个重要原因是品牌失败,但每个消费者面对品牌失败时的反应也是不同的。本文基于438份有效问卷调查数据进行实证研究,研究结果表明:促进定向的消费者比预防定向的消费者表现出较少的品牌报复和品牌回避以及较多的品牌信任和品牌忠诚。调节定向只对安全型依恋消费者有影响,对恐惧型依恋消费者无影响。促进定向安全型依恋消费者比促进定向恐惧型依恋消费者的品牌回避程度更低;与促进定向恐惧型依恋消费者相比,促进定向安全型依恋消费者更可能信任品牌。因此,企业管理者应该考虑影响消费者对品牌失败反应的个体心理差异因素,了解消费者的调节定向并据此调整营销策略,营销人员应该尝试诱导消费者的依恋模式来实现营销目标。One important reason for consumers to deny the brand is the brand failure,but each consumer also responds differently to the brand failure.An empirically research is conducted based on 438 questionnaire survey data and the result shows that consumers with promotion focus display less brand revenge and brand avoidance and more brand trust and brand loyalty than those with prevention focus.Regulatory focus only affects secure attachment consumers and not on fearful attachment consumers.Consumers who promote targeted secure attachment have less brand avoidance than those who promote targeted fear attachment;consumers who promote targeted secure attachment are more likely to trust brands than those who promote targeted fear attachment.Therefore,business managers should consider individual psychological differences that affect consumers’response to brand failure;understand consumers’regulatory focus and adjust marketing strategies accordingly;marketers should try to induce consumers’attachment patterns to achieve marketing goals.

关 键 词：品牌失败 调节定向 依恋模式 交互作用 消费者—品牌关系 

分 类 号：F713.50[经济管理—市场营销]