顾客认知对品牌心理所有权的影响研究——基于品牌价值观一致性的中介作用

On the Impact of Customer Cognition of Brand Psychological Ownership ——The Mediating Role Based on the Consistency of Brand Value

随着社会化媒体的快速发展,顾客选择日趋多样化,提升顾客品牌心理所有权成为理论和实践共同关注的重要课题。虽然学术界关于品牌心理所有权的概念和维度仍存在些许分歧,但品牌心理所有权对品牌及企业的重要性已得到广泛认可。基于社会心理学原理,以虚拟社区为载体实证分析顾客认知因素、品牌价值观一致性、品牌心理所有权三者之间的内在关系,有助于企业深入了解顾客对品牌心理所有权的影响因素,为企业制定正确的营销战略提供理论与实践指导。

With the great development of socialized media,the choice of customers is increasingly diversified,and the enhancement of customers’ brand psychological ownership has become a key subject which draws both theoretical and practical attention.Although in academia there are still some disagreements concerning the definition and dimensions of brand psychological ownership,wide recognition has been received in terms of the importance of brand psychological ownership for brands and enterprises.Based on the theory of sociopsychology,this paper empirically analyses the relationship among customer cognitive factors,brand value consistency and brand psychological ownership by taking virtual community as the carrier.This is helpful for enterprises to deeply understand the impact factors of customers’ brand psychological ownership,and provides theoretical and practical guidance for enterprises to make correct marketing strategies.