“狮兔赛跑”?动物品牌标识类型的消费者偏好研究——来自眼动和实验的证据  

“The Race between Lion and Rabbit”?Research on Consumer Preference of Animal Brand Logo Types:Evidence from Eye Tracking and Experiments

作　　者：郭晓凌[1] 刘浩 张逸聪 Guo Xiaoling;Liu Hao;Zhang Yicong(Business School,University of International Business and Economics)

机构地区：[1]对外经济贸易大学国际商学院

出　　处：《南开管理评论》2023年第6期36-47,I0007,I0008,共14页Nankai Business Review

基　　金：国家自然科学基金项目(72102038);对外经济贸易大学中央高校基本科研业务费专项资金(23KF06);对外经济贸易大学研究生科研创新基金(202155)资助。

摘　　要：品牌标识是营销和品牌学界一直关注的问题,但对动物品牌标识却鲜有研究。本文聚焦品牌标识中的动物标识,结合刻板印象内容模型(SCM)理论,首次探讨不同动物标识类型对不同自我建构消费者品牌偏好的影响。研究一通过对12个国家BrandZ品牌排行榜中的二手数据编码,发现个体主义国家更多采用能力型动物标识,而在集体主义国家温暖型动物标识更为普遍。研究二采用眼动追踪技术,发现自我建构和动物标识类型对品牌视觉偏好发挥交互效应。研究三通过实验法发现动物标识与自我建构交互影响消费者的品牌偏好,互依型自我建构的消费者偏好温暖型动物标识,而独立型自我建构的消费者青睐能力型动物标识。在研究三的基础上,研究四进一步识别出归属需求和独特性需求分别为上述交互效应的中间路径。研究结果丰富了营销和品牌领域对品牌标识、SCM和自我建构的理论探索,也为企业根据文化差异更有效地开展品牌设计和品牌沟通提供了实践指导。While a large body of marketing and branding literatures have investigated the brand logo,little has been explored on the realm of the animal logo.The current research aimed to close this gap.Based on the Stereotype Content Model(SCM),the research examines the interaction effect of animal brand logo type and con-sumer self-construal on brand preference.Study 1 coded the sec-ondhand data from BrandZ ranking.Results show that logos with competent animals are dominant in individualist countries such as U.S.whereas logos with warm animals are more common in collec-tivist countries such as China.Study 2 used eye tracking technology to examine the interaction effect of perceived animal logo types and consumer’s self-construal on logo visual preference.Study 3 con-ducted the 2(animal logo type:warm vs.competent)x 2(self-con-strual:interdependent vs.independent)between-subject experiment and verified the interaction effect on brand preference:consumers with interdependent self-construal prefer warm animal logos,while consumers with independent self-construal prefer competent animal logos.Study 4 further revealed the underlying processes induced by consumer need to belong or need for uniqueness.Specifically,inter-dependent consumers prefer warm animal logos because such logos can satisfy their need to belong;in contrast,independent consumers prefer competent animal logos because they can satisfy their need for uniqueness.The current work adds to the marketing and brand-ing literature in the domains of animal logos,self-construal and SCM.In addition,the findings provide implications for companies’logo design and communication strategy in light of cultural differ-ences.

关 键 词：动物品牌标识 SCM 自我建构 归属需求 独特性需求 品牌偏好 

分 类 号：B842[哲学宗教—基础心理学] F274[哲学宗教—心理学] F273.2[经济管理—企业管理] F713.55[经济管理—国民经济]