品牌拟人化对温暖和能力的影响:心理距离和成人玩兴的视角

The Impact of Brand Personification on Warmth and Competence: From the Perspective of Psychological Distance and Adult Playfulness

基于心理距离和成人玩兴的视角研究了品牌拟人化与消费者温暖和能力认知的关系。通过对福建三所高校学生样本的实证研究表明:(1)品牌拟人化对消费者的温暖和能力认知存在显著正向影响;(2)心理距离分别在品牌拟人化与温暖和能力之间起到了部分中介作用;(3)成人玩兴在品牌拟人化对温暖的影响过程中起到了调节作用,而在品牌拟人化对能力的影响过程中的调节效应不显著。这些研究结论为企业品牌拟人化提供了有益的管理启示。

From the perspective of psychological distance and adult playfulness, this paper explores the relationship between brand personification and consumers＇ cognition of warmth and competence. The empirical study of the student samples from three universities in Fujian province shows that：（1） brand personification has a significant positive influence on consumers＇ cognition of warmth and competence;（2） psychological distance can play a partial intermediary role between brand personification and warmth and between brand personification and competence respectively;（3） adults playfulness can moderate the influence of brand personification on the warmth cognition, but this effect is not significant on the competence cognition. These research conclusions can provide useful management implications for the brand personification strategy of enterprises.