不同品牌感知下怀旧广告类型对品牌态度的影响研究——品牌真实性的中介作用

Research on the Influence of Nostalgic Advertising Types on Brand Attitude under Different Brand Perceptions:Mediating effect of Brand Authenticity

以往关于怀旧广告的研究主要探讨是否采用怀旧策略对广告效果的影响。然而怀旧广告类别和品牌感知类型的匹配问题有待进一步研究。文章基于品牌刻板印象内容模型和认知一致性理论,通过两个实验探讨了品牌感知和怀旧广告类型的交互作用对品牌态度的影响。研究结果表明,当品牌感知为温暖型时,个人怀旧类型广告比历史怀旧类型广告的品牌态度更好;当品牌感知为能力型时,历史怀旧类型广告比个人怀旧类型广告的品牌态度更好。其中,品牌真实性起到中介作用。在理论方面,文章丰富了怀旧广告的分类研究,拓宽了品牌刻板印象模型和认知一致性理论在怀旧营销领域中的应用。在实践方面,文章对企业优化怀旧广告决策、提升品牌真实性等重要商业问题具有指导价值。

Previous studies on nostalgic advertising mainly explored the effect of adopting nostalgic strategies on advertising effectiveness.However,the matching problem of nostalgic advertising category and brand perceptions requires further study.Based on the Brand Stereotype Content Model and Cognitive Consistency Theory,this paper explores the impact of the interaction of brand perception and nostalgic advertising types on brand attitude through two experiments.The research results show that when the brand perception type is warmth,personal nostalgia advertisements have better brand attitudes than historical nostalgia advertisements;when brand perception type is competence,historical nostalgic advertisements have better brand attitudes than personal nostalgia advertisements.Among them,brand authenticity plays an intermediary role.From the theoretical point of view,this paper enriches the classification research of nostalgic advertising,and broadens the application of brand stereotype model and Cognitive Consistency Theory in the field of nostalgia marketing.In practice,this paper has guiding value for important business issues such as optimizing nostalgic advertising decisions.