炫耀性品牌使用、人际相似性、专业性与品牌态度

Conspicuous Brand Usage,Interpersonal Similarity,Expertise and Brand Attitudes

消费者的品牌态度是消费者对某一产品或服务的品牌的总体评估,是营销学界关注的热点。以往对品牌态度前因的研究多从企业行为出发,文章则从炫耀性品牌使用这一消费者行为视角展开,结合社交媒体情境因素,分别探究炫耀性品牌使用和人际相似性、炫耀性品牌使用和专业性对品牌态度的交互效应。实验一发现,低人际相似性情况下,炫耀性品牌使用对品牌态度是负效应,而高人际相似性情况下则是正效应。实验二发现,低专业性情况下,炫耀性品牌使用对品牌态度是负效应,而高专业性情况下则是正效应。个体对品牌使用者的正面动机归因是两个效应的中介变量,而非负面动机归因。

Consumer brand attitudes,as consumers’ general assessments of a product or a service,have been a hot topic in marketing.Previous researches focused on antecedents such as corporate behavior.This thesis,developing from conspicuous brand usage and considering the situational factors of social media,focused on the two interaction effects of conspicuous brand usage and interpersonal similarity,as well as conspicuous brand usage and expertise,on brand attitudes.Study 1 showed that in low interpersonal similarity condition,conspicuous brand usage has negative effect on brand attitudes;whereas,in high interpersonal similarity condition,effect is positive.Study 2 found that when low expertise brand user makes conspicuous brand usage,this behavior has negative effect on brand attitudes;when high expertise brand user makes conspicuous brand usage,effect is positive.Individuals’ positive attribution,rather than negative attribution,is the mediator of the two interaction effects.