非目标消费群体品牌使用行为对目标消费者品牌态度的影响——自我建构的调节作用

The Effects of Non-target Consumers' Brand Usage on Target Consumers' Brand Attitude—— The Moderating Effect of Self Construal

目前文献较少关注真实消费者与目标消费者不一致的情况下消费者的品牌态度的变化。本文从自我动机的视角探讨非目标消费群体的品牌使用行为对目标消费者品牌态度的影响。实验结果表明:不同类型非目标消费群体的品牌使用行为对目标消费者的品牌态度的影响不一致,这种影响受自我建构的调节。渴望群体的品牌使用行为会提升独立自我目标消费者对品牌评价,但对相依自我消费者的影响有限;规避群体的品牌使用行为会降低相依自我目标消费者对品牌评价,但是对独立自我消费者的影响有限;中性群体会影响相依自我目标消费者通过消费特定品牌来表达群体归属,从而降低对品牌评价。

Consumers who buy a brand are not the consumers targeted by the brand. Take the perspective of self-motivation,this paper discusses the effect of non-targeted consumers＇ brand usage on targeted consumers＇ brand attitude. We conduct an experiment and the results indicate that non-target consumers＇ brand usage has different influence on target consumers and this effect is moderated by selfconstrual. We divide non-target consumers into three categories： aspiration reference group,neutral reference group and dissociative reference group. Aspirational reference group＇s brand usage could improve the brand attitude of target consumers who are independent,while dissociative reference group＇s brand usage could reduce the brand attitude of target consumers who are interdependent. Neutral reference group＇s brand usage dilutes the image of brand user and results in lower brand attitude of target consumers,while the effect only exists in interdependent consumers. This research not only enriches the literature of consumer-brand relationship but also provide managerial implications for managers.