广告诉求与品牌个性感知差异对消费者购买意愿的影响研究

Gaps between Brand Personality Perception and Advertising Appeal on Consumer Purchase Intention:A Study on Auto Brands

以汽车品牌为例,通过对比企业广告诉求和消费者品牌个性感知的差异,从品牌个性为消费者带来不同利益的角度探索这种差异对购买意愿的影响。实证结果表明,对于功能性和体验性品牌个性,广告诉求超出消费者品牌个性感知越多,购买意愿越低;反之亦然。对于象征性品牌个性,当消费者"圆熟"个性感知低于广告诉求时,广告诉求超出消费者感知越多,购买意愿越高。研究结论对企业的广告策略和品牌个性管理具有参考价值。

The purpose of this study is to investigate the gap between brand personality perception and advertising appeal; and analyzes the impact of the gap on purchase intention from the perspective of the benefits of brand personality. The results show that there are positive relationships between the gaps from functional and experimental benefits brand of personality and purchase intention. And there is negative relationship between the gap from sophistication symbolic benefit and purchase intention when the gap is below zero. Managerial implications for advertising strategy and brand personality are also discussed.