SoLoMo模式下品牌拟人化对品牌权益的影响研究

A Study on the Impact of Brand Anthropomorphism on Brand Equity under the SoLoMo Mode

SoLoMo模式下,越来越多的企业通过多种渠道精心设计其品牌和产品,以满足消费者拟人化的倾向,并取得了良好的营销效果。文章选取了M&M's巧克力、飞人乔丹、海尔和肯德基四个品牌为研究对象,通过问卷调查法收集数据,实证研究了品牌拟人化对品牌权益的影响。结果表明:品牌拟人化对品牌权益(IMC→BAW/BAS;INC→BAW/BAS/BPQ/BL)和社会临场感(IMC/INC→SP)有显著的正向影响;社会临场感对品牌权益四个维度有显著的正向影响;社会临场感只在品牌拟人化的交互型线索对感知质量和品牌忠诚的影响中起中介作用。品牌拟人化的两个维度对品牌权益各维度产生差异化的影响及其作用机制等结论,对于企业如何制定品牌拟人化策略具有一定的理论价值和实践指导意义。

Under the mode of SoLoMo, more and more enterprises design their brands or products through various channels to cater to the consumers＇ anthropomorphic tendency, and have attained good effects on marketing. We selected four brands （ M＆M＇s, Air Jordan, Haier, KFC） as the study objects, and collected data by questionnaires, and empirically studied the impact of brand anthropomorphism on brand equity. It was found that the impression clue dimension of brand anthropomorphism has a positive impact on the brand awareness and brand association of brand equity, but has no impact on the perceived quality and brand loyalty; the in- teractive clue dimension of brand anthropomorphism has a positive impact on all the dimensions of brand equity; social presence has a mediating effect between the interactive clue dimension of brand anthropomorphism on perceived quality and brand loyalty of brand equity. The study also find that the two dimensions of brand anthropomorphism have different impact on the four dimensions of brand equity, and this research is a significant theoretical and practical guidance for enterprises in their brand anthropomorphism strategy.