| 1,049 | 29 | 90 |
| 下载次数 | 被引频次 | 阅读次数 |
基于参照群体影响理论,本次研究目标是考察3类参照群体影响下,消费者形成自我-品牌联系的差异。研究表明:消费者对公开消费奢侈品牌和私下消费奢侈品牌的自我-品牌联系,在价值表达性影响下评价最高;对公开消费大众品牌的自我-品牌联系,在功利性影响下评价最高;对私下消费大众品牌的自我-品牌联系,在信息性影响下评价最高。研究的管理意义在于帮助企业和市场营销人员利用参照群体影响效用制定合理的产品信息交流策略。
Abstract：Based on Reference Group Influence Theory, this study tests the differences in reference group influence on self-brand connection between publicly and privately consumed products of luxury brand and mass-market brand. The study finds that value-expressive reference group influence has a strongest effect on self-brand connection for both publicly and privately consumed products of luxury brand; Utilitarian reference group influence has a strongest effect on self-brand connection for publicly consumed products of mass-market brand; And informational reference group influence has a strongest effect on self-brand connection for privately consumed products of mass-market brand.
[1]JENNIFER EDSON ESCALAS,JAMES R BBETTMAN.You Are What They Eat:The Influence of Reference Groups on Consumers'Connections to Brands[J].Journal of Consumer Psychology,2003,13(3):339-348.
[2]BENTON A STAFFORD,COCANOUGHER.Reference group theory[C].Selected Aspects of Consumer Behavior,Washington,D.C.:Superintendent of Documents,U.S.Government Printing Office,1977:361-380.
[3]MORTON DEUTSCH,HAROLD B GERARD.A Study of Normative and Informational Influence upon Individual Judgment[J].Journal of Abnormal and Social Psychology,1955,51(11):629-636.
[4]WHAN PARK C,PARKER LESSIG V.Students and Housewives:Differences in Susceptibility to Reference Group Influence[J].Journal of Consumer Research,1977,4(9):102-110.
[5]SERGE MOSCOVICI.Social Influence and Conformity[C].Handbook of Social Psychology.Vol.2,eds.Gardner Lindzey and Elliot Aronson,New York:Random House,1985:347-412.
[6]GRUBB E L,GRATHWOHL H L.Consumer Self-Concept,Symbolism,and Market Behavior:A Theoretical Approach[J].Journal of Market Research,1967(31):22-27.
[7]JENNIFER EDSON ESCALAS,JAMES R BETTMAN.Self-Construal,Reference Group,and Brand Meaning[J].Journal of ConsumerResearch,2005,32(12):378-389.
[8]KEVIN L KELLER.Conceptualizing,Measuring,and Managing Customer-Based Brand Equity[J].Journal of Marketing,1993(57):1-22.
[9]MCCracken.Grant Culture and Consumption[M].Bloomington:Indiana University Press,1989:276.
[10]JOEL B COHEN,ELLEN GOLDEN.Informational Social Influence and Product Evaluation[J].Journal of Applied Psychology,1972,56(2):54-59.
[11]DAVID F MIDGLEY.Patterns of Interpersonal Information Seeking for the Purchase of a Symbolic Product[J].Journal of Marketing Research,1983,20(2):74-83.
[12]JEFFRY D FORD,ELWOOD ELLIS.A Reexamination of Group influence on Member Brand Preference[J].Journal of Marketing Research,1980,17(2):125-132.
[13]ALBER M MUNIZ,JR O'GUINN,THOMAS C.Brand Community[J].Journal of Consumer Research,2001(27):412-423.
[14]ARON O'CASS,HMILY MCEWEN.Exploring Consumer Status and Conspicuous Consumption[J].Journal of Consumer Behaviour,2004,4(1):25-39.
[15]JONATHAN S VICKERS,FRANCK RENAND.The Marketing of Luxury Goods:An Exploratory Study-Three Conceptual Dimensions[J].The Marketing Review,2003(3):459-478.
[16]FRANCIS S BOURNE.Group Influence in Marketing and Public Relations[C].Some Applications of Behavioral Research,eds.Basil,Switzerland:UNESCO,1957:145.
[17]TERRY L CHILDERS,AKSHAY R RAO.The Influence of Familial and Peer-based Reference Groups on Consumer Decisions[J].Journal of Consumer Research,1992,19(9):198-211.
[18]NANCY Y WONG,AARON C Ahuvia.Personal Taste and Family Face:Luxury Consumption in Confucian and Western Societies[J].Psychology&Marketing,1998,15(5):423-441.
[19]朱滢.心理实验研究基础[M].北京:北京大学出版社,2007:107-108.
[20]PETERSON R A.A Meta-Analysis of Cronbach's Coefficient Alpha[J].Journal of Consumer Research,1994,21(2):381-391.
[21]JOSEPH F HAIR,ANDERSON J R,ROLPH E,TATHAM RONALD L,BLACK WKLLIAMS C.Multivariate Data Analysis[M].New Jersey:Prentice Hall,1988:693.
基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2009.09.007
中图分类号:F224;F273.2
引用信息:
[1]姜凌,王成璋,姜楠.奢侈与大众:参照群体影响下的自我-品牌联系[J].商业经济与管理,2009,No.215(09):73-80.DOI:10.14134/j.cnki.cn33-1336/f.2009.09.007 .
基金信息:
国家自然科学基金重点项目(70672022)
2009-09-15
2009-09-15