消费者自我—品牌连结的影响机制研究

Research on the Influencing Mechanism of Consumers' Self-brand Connections

从中国文化背景角度出发,构建相关理论模型,实证探讨品牌象征意义、品牌原产地对消费者自我—品牌连结的影响。结果表明:品牌象征意义与自我—品牌连结有显著的正相关关系;品牌原产地与自我—品牌连结无显著的相关关系;面子意识正向调节品牌象征意义和自我—品牌连结之间的关系,但对品牌原产地和自我—品牌连结之间关系的调节作用不显著;世代显著调节品牌象征意义和自我—品牌连结之间的关系,但对品牌原产地和自我—品牌连结之间关系的调节作用不显著。因此,企业在制定品牌营销策略时,应努力打造清晰的品牌象征意义,重视消费者世代差异,开展多元营销活动。

Consumers tend to set up self-brand connections by using a certain brand,so that they can build,strengthen and express themselves,seeking groups＇ belonging and social recognition during their consumption process. The empirical results show that there is a significant positive correlation between brand symbolism and self-brand connections,but no significant positive correlation between brand origin and selfbrand connections; face awareness and generations have a positive regulating effect between brand symbolism and self-brand connections,but no notable regulating effect between brand origin and self-brand connections. Thus,it is suggested that in developing brand marketing strategies,firms should build a clear brand symbolism,attach importance to consumers＇ generation differences,and conduct diversified marketing activities.