品牌依恋的形成机制与营销效应:一个整合性分析框架

Formation Mechanism and Marketing Effect of Brand Attachment:An Integrated Analytical Framework

构建强烈的消费者——品牌关系对于企业和品牌赢得持续竞争优势具有重要战略意义,而品牌依恋正是品牌关系的核心,也是强势品牌资产的重要来源之一。文章系统梳理了心理学和营销学领域相关文献,对品牌依恋的相关研究进行了回顾与总结:首先,从心理学角度阐释了品牌依恋研究的起源,明晰了其概念内涵与结构维度;随后,基于消费者个体层面和消费者与品牌互动关系层面对品牌依恋的形成机制进行了分析和归纳,并总结了品牌依恋的两种营销效应;最后,文章从品牌依恋的影响因素、基础理论、形成机制、营销效应等方面,构建出一个整合模型,为品牌关系和品牌忠诚研究尤其是推进心理学和营销学理论的交叉研究提供新的视角和研究启示。

Building a strong consumer-brand relationship is of an important strategic significance for enterprises and brands in gaining sustainable competitive advantage, brand attachment is the core of brand relationship and one of the important sources of strong brand assets. This paper sorts out relevant literatures of psychology and marketing, reviews and summarizes related researches on brand attachment. Firstly, this paper explains the origin of brand attachment research from the perspec- tive of psychology, clarifies the connotation of the concept and structure dinaensions. Then this paper analyzes and sums up the formation mechanism of brand attachment based on individual consumer level and the interaction level between consumers and brands, and summarizes two types of marketing effects of brand attachment. Firmlly, the paper constructs an integrated model from the perspective of influencing factors, basic theory, formation mechanism, marketing eftect of brand attach- ment, which provides a new perspective and enlightenment for the studv on brand relationship and brand loyalty, especially for the cross study on the theory, of psychology and marketing.