商业经济与管理

2016, 09, No.299 62-72

品牌本真性概念探析:内涵、维度与测量

基金项目(Foundation): 国家自然科学基金面上项目“贫富分化加剧下的‘压力应对型’消费行为:类型、心理机制与影响”(71372025);; 教育部人文社会科学研究规划基金项目“社会网络化时代品牌污名化的形成机制与应对策略”(13YJA630066)

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DOI: 10.14134/j.cnki.cn33-1336/f.2016.09.007

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摘要：

在品牌发展过程中,品牌自身可能经历品牌创新、品牌易主、品牌延伸、品牌国际化和本土化等改变,这些变化可能使品牌偏离其原本的样貌,也可能使消费者对其本真性存有疑惑。在全球化和后现代社会发展过程中,品牌变化的程度和速度都在加快,塑造本真的品牌、建构消费者信任的品牌愈来愈受到学界和业界的关注。品牌本真性作为一个整体概念,不仅涉及到产品的地道、品牌传统的延续和企业社会责任,更与消费者的自我实现相关联。文章基于艺术学、旅游学和社会学对"本真性"的研究,梳理营销领域的品牌本真性内涵,阐释品牌本真性的维度,总结现有的关于品牌本真性的测量,明晰关于品牌本真性的研究争议,并探讨品牌本真性的未来研究方向。

关键词： 品牌本真性; 客观本真性; 建构本真性; 存在本真性; 测量;

Abstract：

A brand may experience some changes in the process of brand development,such as brand innovation,brand merger,brand extension,brand globalization and localization,and these may lead to consumers' confusion about the authenticity of the brand. With the development of globalization and post-modernity,changes in brands have been accelerated. To build an authentic and trustful brand thus becomes important to both the academia and the industry. Brand authenticity includes product originality,brand heritage and corporate social responsibility,as well as consumer's self-realization. Based on the authenticity research from various perspectives such as arts,tourism and sociology,this paper reviews the conceptualization of brand authenticity in marketing.In addition,different dimensions of brand authenticity are elaborated,the existing measurements are summarized,related research controversies are clarified,and finally future research directions are discussed.

KeyWords： brand authenticity; objective authenticity; constructive authenticity; existential authenticity; measurement;

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基本信息:

DOI：10.14134/j.cnki.cn33-1336/f.2016.09.007

中图分类号:F273.2

引用信息:

[1]张楠,彭泗清.品牌本真性概念探析:内涵、维度与测量[J].商业经济与管理,2016,No.299(09):62-72.DOI:10.14134/j.cnki.cn33-1336/f.2016.09.007.

基金信息:

国家自然科学基金面上项目“贫富分化加剧下的‘压力应对型’消费行为:类型、心理机制与影响”(71372025);; 教育部人文社会科学研究规划基金项目“社会网络化时代品牌污名化的形成机制与应对策略”(13YJA630066)

发布时间：

2016-09-15

出版时间：

2016-09-15

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