运动鞋品牌个性的结构及其对消费者的影响研究

Research on the Structure of Brand Personality and its Impacts on Consumers of Sports Shoes

整合品牌依恋和自我一致性理论,通过732份来自中国消费者的运动鞋品牌调查问卷,采用结构方程模型方法,研究了运动鞋品牌个性的结构及其对消费者品牌依恋的影响机制。结果表明:运动鞋的品牌个性的包括4个维度:胜任、吸引力、刺激和创新。运动鞋品牌个性显著影响自我一致性和品牌依恋。其中,胜任和刺激不仅直接影响品牌依恋,还通过真实自我和理想自我一致性对品牌依恋间接影响品牌依恋,理想自我一致性则完全中介了吸引力和创新维度对品牌依恋的影响。研究结论为运动品牌厂商开展定位和营销诉求提供了实践性指导,但网络样本的特征在一定程度上限制了研究结论的普适性。未来的研究可以根据运动鞋购买频率、性别或职业等对目标人群进行分类,探讨不同特征消费群体的运动鞋品牌依恋的形成机制。

Integrating the brand attachment and self-congruence theory the influence mechanism of brand personality(BP)on brand attachment(BA)is studied using the structural equation model method.Analytical results of 732 Chinese survey samples show that BP is composed of four dimensions:competence,attractiveness,excitement,innovation.They contribute significantly to the self-congruence and BA building.Both the actual and ideal self-congruence play a part mediating role between BP dimensions of competence&excitement and BA,and ideal self-congruence plays a full mediating role between BP dimensions of attractiveness&innovation and BA.These findings provide practical guidance for the positioning and marketing appealing of sports brand marketers,however,the characteristics of the network sample limit the universality of the research conclusion to a certain extent.Future research can classify the target population according to the frequency,gender or occupation of sports shoes,and explore the formation mechanism of sports shoe brand attachment of different characteristic consumer groups.