粉丝行为,品牌买单?不同类型敌意性品牌忠诚对消费者品牌态度极化的影响研究  

The Impact of Oppositional Brand Loyalty on Consumers' Attitude Polarization

作　　者：骆紫薇[1] 曾君美 郭艳 廖俊云 Luo Ziwei;Zeng Junmei;Guo Yan;Liao Junyun(School of Management,Jinan University,Guangzhou,510632)

机构地区：[1]暨南大学管理学院,广州510632

出　　处：《心理科学》2024年第5期1194-1203,共10页Journal of Psychological Science

基　　金：国家自然科学基金面上项目(72272062);广东省自然科学基金面上项目(2022A1515012048);广州品牌创新发展研究基地项目的资助。

摘　　要：品牌粉丝的敌意性品牌忠诚具有“阴暗面”。文章整合敌意性品牌忠诚、特质迁移和态度极化的相关理论,通过三个实验探究消费者敌意性品牌忠诚和品牌用户类型对品牌态度极化的交互影响,并探究其背后的内在机制。结果发现,品牌狂热用户的敌意性品牌恶意会导致其他品牌潜在用户和功利主义用户的品牌态度负向极化,特质迁移在上述粉丝行为对品牌的负面影响中起中介作用。研究有利于学界和企业界既关注和善加利用敌意性品牌忠诚的正面效应,也警惕其可能的负面后果,为企业合理利用敌意性品牌忠诚提供实践启示。Oppositional brand loyalty refers to consumers expressing loyalty to their preferred brand by opposing competing brands.Previous literature has mostly focused on the positive effects of oppositional brand loyalty on the preferred brand,with only a few scholars exploring the harm of oppositional brand loyalty to the preferred brand from a moral identity perspective.However,with the rapid development of online brand communities,immoral behavior towards competing brands in oppositional brand loyalty has become increasingly popular.Examples include trash-talking,schadenfreude,and malicious attacks.These oppositional brand loyalty behaviors may not only harm the preferred brand but also easily escalate into group confrontation and even trigger serious social problems.Existing research has pointed out that the aggressive behavior associated with oppositional brand loyalty can strengthen the positive attitudes of brand members,especially those with high brand identification.However,for the broader and larger group of bystanders and casual fans,will their attitudes be positively strengthened by the aggressive behavior of these brand members?Is it possible that their attitudes will become negative instead?Are casual fans considered part of the brand's internal group?Will their positive attitudes be similarly reinforced,like those of core fans,due to their engagement in attacking competing brands?The answers to these questions cannot be obtained from existing research,but it is important for brand managers to effectively manage fans and maintain brand competitive advantage by cultivating or strengthening consumers'oppositional brand loyalty.Therefore,this article integrates relevant theories on oppositional brand loyalty,trait transference,and attitude polarization.It explores the interactive effects of oppositional brand loyalty behaviors and brand users on brand attitude polarization through three experiments and investigates the underlying mechanisms.Experiment 1 adopts a between-subjects design of 2(oppositional brand

关 键 词：敌意性品牌忠诚 特质迁移 态度极化 

分 类 号：F273.2[经济管理—企业管理] F274[经济管理—国民经济] F713.55