品牌拟人化理论最新研究进展及启示

New Progress in the Research on Brand Personification and Its Implications

品牌拟人化通过对特定品牌注入人的特质、动机、主观意图、行为和情感,进一步延伸发展消费者与品牌的特殊关系。品牌拟人化作为一种品牌营销策略,对品牌建设与传播具有非常重要的作用。系统梳理品牌拟人化概念内涵、内在机理及消费者行为影响结果相关文献发现,目前有关品牌拟人化内在机理的研究主要从认知动机和图示匹配两大视角展开,其中前者更充分地将品牌视作完整的人,后者侧重非人载体所呈现出的外显特征与消费者内在特定类别图示的一致性,但二者的实质均在于探讨人们为何以及何时倾向于对包括品牌在内的非人载体进行拟人。一旦消费者把品牌视作一个完整的人,必然会将复杂的人际关系特征引入人与品牌的互动过程,进而导致品牌拟人化结果高度依赖于人的特征、人与拟人化品牌关系的特征、情境特征三者间的交互,使品牌拟人化影响结果呈现出正反两面的"双刃"效应,使企业对品牌拟人实践持有更加审慎的态度。目前,品牌拟人化研究正处于从有限拟人向完整拟人,从关心结果到注重与消费者特质交互,从单一角色到多个角色并行过渡的阶段,未来可基于跨文化情境、角色差异、关系类型的不同侧面进行更加深入的研究。

While consumers are exposed to all sorts of anthropomorphic products,services and brands every day,more andmore enterprises are adopting anthropomorphic marketing strategy for products or brands.The related theoretical research andexploration has been started late and the related results are slightly scarce comparing with the increasing developed marketingpractice.The essence of brand personification is rooted in the characteristics,motives,subjective intentions,behaviors andemotions of particular brand,which is an extension and development of the special relationship between consumer and brand.Brand personification related research should be carried on from such two perspectives as cognitive motivation mechanism andgraphical representation matching.Once the consumers view the brand as a complete people,they defiantly will introduce thecomplicated human relation features into the interaction between people and brand,which will lead to that the result of brandpersonification will highly depend on the interaction among the features of people,the relation between people and brandpersonification,and scenario,make the result of brand personification to demonstrate both the positive and negative effects,andmake enterprises to be more cautious with the practice of brand personification.At present,brand personification related researchis in the transition stage;and in the future,we should make more deepen research on it from such aspects as cultural scenario,role difference and relation type.