品牌信任、自我概念一致性与品牌依恋关系研究——以经济型酒店为例

On the Relationship between Brand Attachment and the Consistency of Brand Trust and Self-concept:Taking Economy Hotel as the Example

随着人们消费态度的不断改变,消费者与品牌的关系日益重要,关系营销理论也不断发展,越来越多的营销学者开始关注品牌依恋新视角。探究影响高校学生对经济型酒店品牌依恋的影响因素,有助于经济型酒店完善自我品牌战略,以更有效地吸引经济型酒店的忠诚客户。本文以在校大学生为研究对象,通过227份问卷对经济型酒店的品牌依恋影响因素进行分析。研究发现大学生对经济型酒店品牌信任与大学生自我概念与品牌个性一致性均对品牌依恋的建立有显著影响。而大学生对经济型酒店品牌的介入度并没有在影响品牌依恋的品牌信任和自我概念与品牌个性一致性两个维度中起调节作用。所以经济型酒店品牌应该在树立与消费者个性相一致的品牌个性和建立消费者对品牌的信任两个层面制定营销战略,从而吸引更多对经济型酒店品牌的忠诚消费者。

With the constant change of consumer attitudes, the relationship between consumer and the brand is becoming more and more important, the relationship marketing theory also constantly grows, more and more marketing scholars begin to pay close attention to the new perspective of brand attachment. Exploring the influence factors of college students to the brand attachment of economy hotel can help the economy hotel to prefect the self brand strategy to more effectively attract loyal customers of the economy hotel. This paper takes the college students as the research object to analyze the influence factors of the economy hotel brand attachment by 227 questionnaires. The study shows that the economy hotel brand trust of college students is related to the college students＇ self-concept and the consistency of brand personality,it has significant influence to the establishment of brand attachment. But economy hotel brand involvement of college students doesn′t play a regulation role in the two dimensionalities of the brand trust which influenced the brand attachment, the self-concept and the consistency of brand personality. So economy hotel should develop marketing strategies from two levels of setting the brand personality consistent with the consumer personality and establishing the brand trust of the consumers to attract more loyal consumers for the economy hotel.