社会互动、代际文化价值观传递与品牌体验的形成——基于“美国女孩”的案例研究

Social Interaction,Transmission of Culture Values between Generations and Forming of Brand Experience——A Case Study Based on American Girl

在体验经济时代,如何通过消费中的互动形成有价值的品牌体验已成为企业生存和发展的重要课题。为了研究非凡品牌体验的形成,本文以"美国女孩"(American Girl,AG)品牌为例,探讨消费活动中通过社会互动传递代际价值观念从而形成品牌体验的机制。研究发现,参与性互动、分享性互动、知识性互动和创造性互动可以促进个人修养、道德伦理和人际关系等代际文化价值观念的传递,形成功能性体验、情感性体验和社会性体验,进而促进顾客的品牌忠诚。

Mastering how to develop valuable brand experience through interaction in the process of consumption is essential for a compa-ny＇ s survival and development in the era of experience economy. To examine the formation of brand experience via the transmission of cultural values among generations during consumption activities, we conduct a case study by the brand of ＂American Girl＂ （AG） , a fa- mous brand in the toy industry. We find that, social interaction which includes participatory interaction, sharing interaction, intellectual interaction and creative interaction, can promote transmission of cultural values, such as individual self-cuhivation, moral ethics and in-terpersonal relationship among generations. In addition, the transmission of cultural values reinforces brand experience which contains functional experience, emotional experience and social experience. Brand experience developed from social interaction enhances consum-ers＇ brand loyalty.