品牌摆架子行为对消费者购买意愿的影响

Effects of Brand Strategy Putting on Airs on Consumer Purchase Intention

与人际关系中的摆架子行为类似,部分品牌在与顾客互动过程中也表现出摆架子的行为特征。品牌是否都适合有摆架子行为?不同价值定位的品牌摆架子行为如何影响消费者认知?进而如何影响其购买意愿?基于这一假设,本文以实验方法对上述假设予以验证。与功能(象征)价值品牌相比,消费者更倾向于认为象征(功能)价值品牌与摆(没)架子的行为架构更加匹配。象征价值品牌摆架子会对消费者产生远且具吸引力的印象感知,无论消费者自我与品牌个性是否一致,都将加强消费者购买意愿。而功能价值品牌没架子,会对消费者产生近且具吸引力的印象感知;若消费者自我与品牌个性越倾向于一致,则越能够加强消费者购买意愿。结论整合了以往研究,并明确不同价值定位的品牌,应该选择怎样的系统行为架构。

Many scholars traded the brand as a person and have applied interpersonal concepts and rules to the brand management domains,such as brand personality,brand image,brand relationship,etc.On this basis,combined with local culture and practical issues,we try to apply the Bai Jia Zi to brand positioning and brand image management research,and clarify the definition and the construction of Bai Jia Zi behavior of brand and its influence on consumer behavior.The Chinese proverb“Bai Jia Zi”is a pejorative term,which is usually used to describe people s arrogant behavior,which is not welcome in our daily life.This behavior,though not popular,are used by many brands in their daily operations.According to the behaviors and the performance of the symbolic value brand Hermes and the function value brand Haifeisi,it seems that the symbolic value brand should apply the strategy of Bai Jia Zi and the function value brand should apply the strategy of Mei Jia Zi in their brand positioning and the long-term management of brand image.Why the unpopular behavior“Bai Jia Zi”can help the symbolic value brand to improve its performance?Why the behavior“Bai Jia Zi”does not work for the function value brand?How would the behavior“Bai Jia Zi”influence consumer s purchase intention?In order to find the answer for these questions,the following work has been done.Firstly,this paper tried to define what was the strategy of brand Bai Jia Zi.Through scrutinizing the relevant research,brand Bai Jia Zi was defined as a series marketing strategies,which companies were used for a long time to distance the brand from the consumer for maintaining a high position of the brand.The excellent product quality is the internal foundation of the concept of brand Bai Jia Zi.Brand position and brand image are the external expression of the concept of brand Bai Jia Zi.Secondly,in order to investigate the relationship between“Bai Jia Zi”and consumer purchase intention,two studies were done.Study 1 was done to find out which kind of brand was more suitable to use the strategy of brand Bai Jia Zi.The results showed that compared to functional brand,consumers perceive more fitness between symbolic brand and“Bai Jia Zi”.Study 2 finds that adopted“Bai Jia Zi”strategy,symbolic brand enhances consumer purchase intention for the attraction brought by the distance.Whereas functional brand enhances consumer purchase intention by resorted to“Bu Bai Jia Zi”.Consistency between consumer s self concept and brand personality moderates this relationship.Based on the above two studies,we draw the following conclusions,specifically;Compared with functional value brands,consumers are more likely to think that symbolic value brands are more closely aligned with“Bai Jia Zi”;compared with symbolic value brands,consumers are more inclined to think that functional value brands are more closely compatible with“Bu Bai Jia Zi”.The functional value brand and“Bu Bai Jia Zi”will enable consumers to have a closer impression perception.Lay theory was used as the underlying mechanism in this fitness between the brand and the brand“Bai Jia Zi”.The congruity between the consumer himself/herself and the brand moderated this relationship.If the consumer self and the brand personality are more consistent,consumer purchase intention will become more Strengthen.While In the context of symbolic value brands and“Bai Jia Zi”,impression perception has a main effect on consumers purchase intentions,while there is no main effect on the consistency between the consumer self and the brand personality,as well as the interaction between the two.The reason may be that the great attraction of symbolic brand and“Bai Jia Zi”plays a major role in consumers purchasing intention,and It has nothing to do with the consistency of consumer self and brand personality.This research applies reveals the process and mechanism of“Bai Jia Zi”on consumer purchasing intention,discusses the influence of“Bai Jia Zi”on consumers purchasing intention.The research conclusions will not only make a useful supplement to brand value positioning related literature,but also have important guiding significance for long-term management of brand image.