员工沟通行为与品牌个性的匹配性对顾客品牌态度的影响

Effects of Congruence between Employee Communication Behavior and Brand Personality on Consumers' Brand Attitudes

企业的品牌促使营销人员对产品和服务赋予标志性的意义,因此营销人员投入大量时间和精力通过策略性的品牌管理来进行自身的品牌形象建设。然而,一些品牌接触并不符合品牌定位策略的常规做法,比如一线员工与顾客的服务接触,现有的文献尚缺乏这方面的实证研究。本研究通过两个实验,探讨了员工沟通行为与品牌个性的匹配性对顾客品牌态度的影响,并检验了信息处理流畅性对上述关系的中介作用,以及产品涉入度对上述关系的调节作用。实验一表明,员工沟通行为与品牌个性的交互作用会影响顾客品牌态度,信息处理流畅性在其中起部分中介作用。实验二进一步证实,当顾客的产品涉入度低时,员工沟通行为与品牌个性的匹配性会正向影响顾客品牌态度。本文的结论丰富了有关服务接触中员工沟通行为与品牌构建之间关系的实证研究,并且能为企业培训员工和提升顾客的品牌态度提供参考。

Corporate brands encourage marketing staff to give symbolic significance to products and services. Therefore, marketing staff devote a lot of time and energy to their own brand image construction through strategic brand management. However, some brand touches do not conform to usual practice of brand positioning strategy, for example, services contact between frontline staff and consumers, and existing literature lacks related empirical study. Through two experiments, this paper discusses the effects of the congruence between employee communication behavior and brand personality on consumers＇ brand attitudes, and tests the mediated role of information-processing fluency in the relationship above and the moderating role of product involvement in the relationship above. Experiment one shows that the interaction between employee communication behavior and brand personality affects consumers＇ brand attitudes and information-processing fluency plays a partial mediated role. Experiment two further confirms that with lower product involvement, the congruence between employee communication behavior and brand personality has a positive effect on consumers＇ brand attitudes. The conclusions enrich empirical study on the relation between employee communication behavior and brand construction in services touch, and provides reference for employee training and the improvement of consumers＇ brand attitudes.