基于扎根理论的品牌认同形成机制研究

On the Formation Mechanism of Brand Identity Based on Grounded Theory

运用扎根理论的研究方法,提炼出影响消费者品牌认同的因素,并梳理各影响因素之间的关系,探讨品牌认同的形成机制。研究结果表明:影响品牌认同形成的因素包括品牌个性特质认同、品牌产品价值认同、品牌产品形象认同、品牌感情、品牌评价等。其中,品牌个性特质认同、品牌产品形象认同、品牌公众形象认同是消费者品牌感情形成的基础,与品牌评价密切相关,这五个部分共同作用最终形成消费者品牌认同。

By applying the research method of grounded theory,elements affecting consumers'brand identity are extracted,the relationship among the influencing factors is combed and the formation mechanism of brand identity is explored.The research results show that factors affecting the formation of brand identity include brand personality traits identity,brand product value identity,brand product image identity,brand feelings and brand evaluation.Among them,brand personality traits identity,brand product image identity and brand public image identity are the foundation of the formation of consumers'brand feelings and are closely related to brand evaluation.These five parts work together and form customers'brand feelings eventually.