社会互动中的品牌至爱生成机制——基于释义学的研究

Study on the Formation Mechanisms of Brand Loyalty in Social Interactions

人们通过消费品牌来参与社会互动是品牌消费的重要特征。但现有品牌至爱生成机制的研究却缺乏对消费者社会心理过程的关注,未能找出品牌至爱形成的根本原因。本文以社会互动为视角,借助释义学方法,在国内首次对消费者爱上品牌的社会心理过程进行了探索性研究和系统分析,提出了品牌至爱的三种生成机制——社会助长生成品牌激情、社会比较和社会交换生成品牌吸引、社会依恋生成品牌承诺,总结了三种生成机制的运行机理、理论基础和品牌在其中的主从作用,特别是识别了品牌在某些生成机制中的从属作用,为中国企业以有限资源利用广阔的社会互动提供了理论依据。最后,本文对企业构筑品牌至爱提出了管理建议。

Based on psychology and social psychology theories, and by the use of Hermeneutic approach, it is the first time in the country that we have, in this article, made the exploratory analysis of the formation mechanisms of brand love, and found that there are three different setups of brand love： the social facilitation, the social comparison and social exchange, the social attachment. We have described, summarized, inducted the conceptions, the functional mechanisms and the basic theories, of the three setups mentioned above, discussed the effect of the brand on the various mechanisms of brand love.