摘要
品牌社会权力作为一种新的品牌构念,构成了能够影响消费者行为的新的社会能力。为丰富品牌社会权力的理论研究,为企业利用品牌社会权力促进消费者购买提供理论支持,可借鉴品牌社会权力相关研究,结合"评价—情感—应对"理论,构建品牌社会权力通过品牌态度影响购买意愿的理论模型,对品牌社会权力影响消费者购买意愿的内化机制进行研究。研究发现,品牌社会权力积极影响消费者购买意愿,且品牌社会权力的五种形式都会对消费者购买意愿产生积极影响;品牌社会权力积极影响消费者品牌态度;品牌态度对品牌社会权力与消费者购买意愿之间关系具有中介作用;品牌熟悉度对品牌社会权力与品牌态度之间关系具有调节作用。具体到营销实践上,一定要在品牌塑造过程中重视消费者品牌态度的形成;要根据品牌社会权力进行市场细分,进而形成竞争优势;要在品牌延伸过程中保持品牌价值的一致性。
Brand social power,which is a new brand concept,has the ability to influence consumer behavior. To enrich thetheoretical research on brand social power and provide enterprises with more theoretical support,on the basis of the relevantliterature about brand social power,with the aid of“S-O-R”theory,the theory model,which explains the influence of brandsocial power on consumers’purchase intention through brand attitude,is conducted;and the mechanism concerning the impactof brand social power on consumers’purchase intention is analyzed. It is found that：first,brand social power has positiveimpacts on consumers’purchase intention and each of the five forms of brand social power has a positive impact on consumers’purchase intention;second,brand social power has positive impacts on brand attitude of consumers;third,brand attitude playsan intermediary role in the relationship between brand social power and the consumer’purchase intention;and fourth,brandfamiliarity plays a moderating role in the relationship between brand social power and brand attitude. In terms of marketingpractice,the enterprises should pay attention to the formation of consumers’brand attitude during the process of brand building,carry out market segmentation according to brand social power to foster competitive advantages,and maintain the consistence ofbrand value during the process of brand extending.
出处
《中国流通经济》
CSSCI
北大核心
2016年第7期88-97,共10页
China Business and Market
基金
中国人民大学2015年度拔尖创新人才培育资助计划
关键词
品牌社会权力
购买意愿
品牌态度
品牌熟悉度
brand social power
purchase intention
brand attitude
brand familiarity
