品牌美学视角下IP形象对消费者品牌态度的影响研究  

Research on the Influence of IP Image on Consumer Brand Attitude from the Perspective of Brand Aesthetics

作　　者：姚杰[1] 赵越 Yao Jie;Zhao Yue

机构地区：[1]南京财经大学营销与物流管理学院广告系 [2]南京财经大学营销与物流管理学院

出　　处：《现代广告》2025年第5期10-18,共9页Modern Advertising

基　　金：江苏省社会科学基金项目(21XWB003)阶段性研究成果。

摘　　要：新消费时代下,品牌通过IP形象来传达独特的产品信息与文化主张已屡见不鲜。然而消费者通过对IP形象的审美观察,进而如何影响其品牌态度的转变,这一行为反应机制尚未明晰。本文试从品牌美学的视角出发,以KAP理论为指导,通过问卷调查法和结构方程模型PLS-EMS分析IP形象对于消费者品牌态度的影响。研究发现了品牌IP形象的三个表达维度:有型层面、个性层面、内核层面均会对消费者的品牌态度产生影响;在这一过程中消费者的审美体验起着重要的中介作用,消费者审美素养发挥着调节效应。从而启示企业在设计自身品牌IP形象时一方面要做到“内外兼修”,从不同的维度体现出自身品牌的价值表达,另一方面还要具体考虑消费者的审美能力,追求IP形象与消费者审美共鸣。In the new era of consumption,it is not uncommon for brands to convey unique product information and cultural propositions through IP images.However,the mechanism by which consumers influence their brand attitude through aesthetic observation of IP image is not yet clear.This article attempts to analyze the impact of IP image on consumer brand attitudes from the perspective of brand aesthetics,guided by the KAP theory,through questionnaire surveys and structural equation modeling PLS-EMS.The study found that three dimensions of brand IP image expression:formal level,personality level,and core level,all have an impact on consumers’brand attitudes;In this process,consumers’aesthetic experience plays an important mediating role,and their aesthetic literacy plays a moderating effect.This inspires enterprises to achieve both internal and external improvement when designing their own brand IP image,reflecting the value expression of their brand from different dimensions.On the other hand,they also need to specifically consider consumers'aesthetic abilities and pursue resonance between IP image and consumers’aesthetics.

关 键 词：品牌美学IP形象 消费者态度 

分 类 号：F42[经济管理—产业经济]