| 4,122 | 73 | 321 |
| 下载次数 | 被引频次 | 阅读次数 |
要素品牌化是要素生产商通过与最终消费者展开营销沟通,建立品牌、提升议价能力、提高企业绩效的策略。文章采用实验法考察要素品牌拟人化对消费者对含有该要素的成品品牌购买意愿的影响及其作用机制。研究结果表明,要素品牌的拟人化能有效地提升消费者对要素品牌的购买意愿。文章进一步将品牌拟人化区分为能力型和温情型,发现了要素品牌拟人化在不同成品类型的情景下对含有要素品牌的成品购买意愿的交互影响,并验证了感知流畅性对这一效应的中介作用。研究结果对要素制造商的营销管理具有借鉴意义。
Abstract:From the view of the ingredient supplier,the experimental method was used to explore the impact of ingredient brand personification on marketing effectiveness and its internal mechanism. The results showed that ingredient brand personification can effectively increase the consumer brand purchase intention. This research further differentiates brand personification as a competent type of and warm feeling type,and explores the interaction of ingredient brand personification on brand purchase intention in different product types of scenarios. The research results are significant for the marketing management of the ingredient brand producers.
[1]RADIGHIERI J P,MARIADOSS B J,GREGOIRE Y,et al.Ingredient branding and feedback effects:the impact of product outcomes,initial parent brand strength asymmetry,and parent brand role[J].Marketing Letters,2014,25(2):123-138.
[2]NORRIS D G.Ingredient branding:a strategy option with multiple beneficiaries[J].Journal of Consumer Marketing,1992,9(3):19-31.
[3]FOURNIER S.Consumers and their brands:developing relationship theory in consumer research[J].Journal of Consumer Research,1998,24(4):343-353.
[4]SAREN M J,TZOKAS N X.Some dangerous axioms of relationship marketing[J].Journal of Strategic Marketing,1998,6(3):187-196.
[5]FISKE S T,CUDDY A J,GLICK P,et al.A model of(often mixed)stereotype content:competence and warmth respectively follow from perceived status and competition[J].Journal of Personality and Social Psychology,2002,82(6):878-902.
[6]UGGLA H,FILIPSON D.Ingredient branding:strategic guidelines[J].The Icfai Journal of Brand Management,2008,5(2):16.
[7]何云,陈增祥.要素品牌战略及理论研究评述[J].品牌研究,2016(1):6-14.
[8]LUCZAK C A,PFOERTSCH W,BEUK F,et al.In-branding:development of a conceptual model[J].Academy of Marketing Studies Journal,2007,11(2):123-135.
[9]KOTLER P,PFOERTSCH W.Ingredient branding:making the invisible visible[M].Berlin:Springer Science&Business Media,2010:12.
[10]卢宏亮,李桂华,李英禹.B2B品牌化对企业间关系及财务绩效的影响研究[J].南开管理评论,2016(4):169-180.
[11]PALMATIER R W,DANT R P,GREWAL D.A comparative longitudinal analysis of theoretical perspectives of interorganizational relationship performance[J].Journal of Marketing,2007,71(4):172-194.
[12]DESAI K K,KELLER K L.The effects of brand expansions and ingredient branding strategies on host brand extendibility[J].Journal of Marketing,2002,66(1):73-93.
[13]何云,钟科,孙程程.城门失火,可否“惠”及池鱼?——成品负面事件对要素品牌的反向溢出效应研究[J].外国经济与管理,2017(11):3-13.
[14]CONNELLY B L,CERTO S T,IRELAND R D,et al.Signaling theory:a review and assessment[J].Journal of Management Official Journal of the Southern Management Association,2015,37(1):39-67.
[15]DICKINSON S,HEATH T.A comparison of qualitative and quantitative results concerning evaluations of co-branded offerings[J].Journal of Brand Management,2006,13(6):393-406.
[16]王海忠,王骏旸,罗捷彬.要素品牌策略与产品独特性评价:自我建构和产品性质的调节作用[J].南开管理评论,2012(4):111-117.
[17]YOO B,DONTHU N,LEE S.An examination of selected marketing mix elements and brand equity[J].Journal of the Academy of Marketing Science,2000,28(2):195.
[18]SIMONIN B L,RUTH J A.Is a company known by the company it keeps?assessing the spillover effects of brand alliances on consumer brand attitudes[J].Journal of Marketing Research,1998,35(1):30-42.
[19]EPLEY N,WAYTZ A,CACIOPPO J T.On seeing human:a three-factor theory of anthropomorphism.[J].Psychological Review,2007,114(4):864-886.
[20]BROWN S.It's alive inside!a note on the prevalence of personification[J].Social Science Electronic Publishing,2011,21(1/2):3-11.
[21]汪涛,谢志鹏.拟人化营销研究综述[J].外国经济与管理,2014(1):38-45.
[22]COHEN R J.Brand personification:introduction and overview[J].Psychology&Marketing,2014,31(1):1-30.
[23]AGGARWAL P,MCGILL A L.Is that car smiling at me?Schema congruity as a basis for evaluating anthropomorphized products[J].Journal of Consumer Research,2007,34(4):468-479.
[24]DELBAERE M,MCQUARRIE E F,PHILLIPS B J.Personification in advertising[J].Journal of Advertising,2011,40(1):121-130.
[25]TREMOULET P D,FELDMAN J.Perception of animacy from the motion of a single object.[J].Perception,2000,29(8):943-951.
[26]PUZAKOVA M,KWAK H,ROCERETO J F.When humanizing brands goes wrong:the detrimental effect of brand anthropomorphization amid product wrongdoings[J].Journal of Marketing,2013,77(3):81-100.
[27]马宇泽,王琳,张永强,等.拟人化沟通对新产品采纳的影响效应研究[J].科学学与科学技术管理,2017(8):133-143.
[28]PUZAKOVA M,KWAK H,ROCERETO J F.Pushing the envelope of brand and personality:antecedents and moderators of anthropomorphized brands[J].Advances in Consumer Research,2009,36(1):413-420.
[29]管健.刻板印象从内容模型到系统模型的发展与应用[J].心理科学进展,2009(4):845-851.
[30]KERVYN N,FISKE S T,MALONE C.Brands as intentional agents framework:how perceived intentions and ability can map brand perception[J].Journal of consumer psychology,2012,22(2):166-176.
[31]KWAK H,PUZAKOVA M,ROCERETO J F.Better not smile at the price:the differential role of brand anthropomorphization on perceived price pairness[J].Journal of Maketing,2015,79(4):56-76.
[32]PFOERTSCH W,CHEN J.Measuring the value of ingredient brand equity at multiple stages in the supply chain:a component supplier's perspective[J].Academy of Marketing Studies Journal,2011,15(S1):39-58.
[33]HUNTER L M,KASOUF C J,CELUCH K G,et al.A classification of business-to-business buying decisions:risk importance and probability as a framework for e-business benefits[J].Industrial Marketing Management,2004,33(2):145-154.
[34]SIMONIN B L,RUTH J A.Is a company known by the company it keeps?assessing the spillover effects of brand alliances on consumer brand attitudes[J].Journal of Marketing Research,1998,35(1):30-42.
[35]陆娟,边雅静.不同元素品牌联合模式下的主品牌联合效应研究[J].管理世界,2010(11):114-122.
[36]KIM S,MCGILL A L.Gaming with Mr.Slot or gaming the Slot machine?power,anthropomorphism,and risk perception[J].Journal of Consumer Research,2011,38(1):94-107.
[37]RAUSCHNABEL P A,AHUVIA A C.You're so lovable:anthropomorphism and brand love[J].Journal of Brand Management,2014,21(5):372-395.
[38]KIM H C,KRAMER T.Do materialists prefer the brand-as-servant?the interactive effect of anthropomorphized brand roles and materialism on consumer responses[J].Journal of Consumer Research,2015,42(2):284.
[39]YU C C,LIN P J,CHEN C S.How brand image,country of origin,and self-congruity influence internet users'purchase intention[J].Social Behavior&Personality An International Journal,2013,41(4):599-611.
[40]HIRSCHMAN E C,HOLBROOK M B.Hedonic consumption:emerging concepts,methods and propositions[J].Journal of Marketing,1982,46(3):92-101.
[41]BATRA R,AHTOLA O T.Measuring the hedonic and utilitarian sources of consumer attitudes[J].Marketing Letters,1991,2(2):159-170.
[42]MICHAEL C,THOMAS K,HIROKAU T.The impact of national stereotypes on the country of origin effect:a conceptual framework[J].International Marketing Review,2008,25(1):54-74.
[43]JANISZEWSKI C,MEYVIS T.Effects of brand logo complexity,repetition,and spacing on processing fluency and judgment[J].Journal of Consumer Research,2001,28(1):18-32.
[44]COLLINS A M,LOFTUS E F.A spreading-activation theory of semantic processing.[J].Readings in Cognitive Science,1988,82(6):126-136.
[45]LABROO A A,LEE A Y.Between two brands:a goal fluency account of brand evaluation[J].Journal of Marketing Research,2006,43(3):374-385.
[46]SCHWARZ N.Feelings,fit,and funny effects:a situated cognition perspective[J].Journal of Marketing Research,2006,43(1):20-23.
[47]庞隽,毕圣.广告诉求-品牌来源国刻板印象匹配度对品牌态度的影响机制[J].心理学报,2015(3):406-416.
[48]HUR J D,KOO M,HOFMANN W.When temptations come alive:how anthropomorphism undermines self-control[J].Journal of Consumer Research,2015,42(2):340-358.
[49]KLEIN J,DAWAR N.Corporate social responsibility and consumers'attributions and brand evaluations in a product-harm crisis[J].International Journal of Research in Marketing,2004,21(3):203-217.
[50]HAYES A F.Introduction to mediation,moderation,and conditional process analysis:a regression-based approach[M].New York:Guilford Press,2013:335-337.
(1)感谢中山大学管理学院朱力硕士在问卷设计、数据收集、初稿写作等过程中做出的重要贡献。
基本信息:
DOI:10.14134/j.cnki.cn33-1336/f.2018.08.005
中图分类号:F273.2;F713.55
引用信息:
[1]钟科,何云.要素品牌拟人化对消费者购买意愿的影响、边界条件及中介机制[J].商业经济与管理,2018,No.322(08):47-58.DOI:10.14134/j.cnki.cn33-1336/f.2018.08.005.
基金信息:
国家自然科学基金青年科学基金项目(71602043);国家自然科学基金面上项目(71272193)
2018-09-07
2018-09-07
2018-09-07