摘要
本研究在回顾消费者一品牌关系相关文献的基础上,采用品牌喜爱度三角模型,探索理性广告策略和感性广告策略对品牌喜爱度及其情感要素(亲密)、动机要素(激情)和认知要素(承诺)的影响。研究发现,在产品领域,广告策略在影响品牌喜爱度时与基于消费者价值的产品类型存在交互影响。理性广告对基于功能价值的产品更有效,而感性广告对基于享乐价值的产品更有效。在服务领域,感性广告比理性广告更能促使消费者产生强烈的品牌喜爱度。
Based on the literature on consumer-brand relationships,this study adopts the tri dimensional brand love model and examines the effects of rational advertising and emotional advertising on brand love and its emotional component(intimacy),conative component(passion),and cognitive component(commitment).For products,the results suggest an interaction between advertising strategy and product category based on customer value;rational advertising is more effective for utilitarian value-based products while emotional advertising is more effective for hedonic value-based products.For services,the results show that emotional advertising is more effective in ind ucing brand love.
作者
庞隽
郭贤达
彭泗清
Pang Jun;Hean Tat Keh;Peng Siqing(Guanghua School of Management,Peking University)
出处
《营销科学学报（辑刊）》
2007年第3期59-73,共15页
Journal of Marketing Science
基金
国家自然科学基金项目(70572022)的资助。
关键词
品牌喜爱度
亲密
激情
承诺
理性广告
感性广告
Brand Love
Intimacy
Passion
Commitment
Rational Advertising
Emotional Advertising
