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拟人化作为新兴的营销课题,在以往的研究中曾经从特定角度对这个概念进行过考察,比如拟人化广告的效果,拟人化产品设计对消费者感知的影响等。但是时至今日,仍未有学者从品牌角度对拟人化整体概念进行检验和归纳。因此,本文的目的在于提出品牌拟人化的结构模型,填补了已有文献的空缺。基于扎根理论以及二手数据收集,本文对品牌拟人化的机制进行了探索性的研究。基于扎根理论研究结果,本文提出了品牌拟人化的理论框架:企业可以通过拟人印象及社会交互两大层面的拟人化操作来进行品牌的塑造和传播,以此获得消费者的情感偏好及品牌联系。接下来,作者使用社会存在感理论对理论框架进行了进一步的理论验证与阐释,并为希望通过品牌拟人来增加品牌价值、提升品牌评价的企业提供了参考。
Anthropomorphism As a new marketing topic, this concept has been examined from a specific perspective in previous studies, such as the effect of anthropomorphic advertising and the influence of anthropomorphic product design on consumer perception. However, up till now, no scholars have examined and summarized the overall concept of anthropomorphicization from a brand perspective. Therefore, the purpose of this paper is to propose a structural model of brand anthropomorphism to fill the gap of existing literature. Based on grounded theory and second-hand data collection, this paper explores the mechanism of brand anthropomorphism. Based on the research results of grounded theory, this paper puts forward the theoretical framework of anthropomorphic brand: enterprises can shape and disseminate the brand through the anthropomorphic operation of anthropomorphic and social interaction, so as to obtain consumer’s affective preferences and brand contact . Next, the author uses the theory of social presence to further verify and explain the theoretical framework, and provides a reference for enterprises that hope to increase brand value through brand anthropomorphism and enhance brand evaluation.