品牌特性对品牌至爱的影响:品牌借用倾向和物质主义价值观的调节作用

The Impact of Brand Characteristics upon Brand Love:Moderating Role of BESC and Materialism Value

本文从品牌特性和消费者自身特点两方面出发,探讨品牌至爱的形成机制。具体研究与人无关的品牌特性(品牌独特性、品牌卓越性和品牌质量)和与人有关的品牌特性(自我扩展)对品牌至爱的影响,以及消费者自我概念塑造时的品牌借用倾向(BESC)和物质主义价值观对上述关系的调节作用。结果表明,品牌独特性对自我扩展具有重要的影响,而品牌卓越和品牌质量的作用并不显著;BESC负向调节品牌质量对品牌至爱的影响,物质主义价值观正向调节品牌卓越对品牌至爱的影响。

This paper studies the mechanism to form brand love from two aspects： brand characteristics and consumer characteristics.Specifically,the research focuses on the impacts of non-person-related brand characteristics and person-related brand characteristics upon brand love,the former including brand uniqueness,brand conspicuousness and perceived quality,and the latter consisting of extended self.Besides,this paper also studies the moderating role of brand engagement in self-concept（BESC） and material value in the relationship between brand characteristics and brand love.The research results show that brand uniqueness has a positive effect on extended self while brand conspicuousness and perceived quality have no significant effect on extended self and that BESC negatively moderates the effect of perceived quality on brand love while material value positively moderates the effect of brand conspicuousness on brand love.