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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 as a new brand concept constitutes a new social competence that can influence consumer behavior. In order to enrich theoretical research on social power of brands and provide theoretical support for enterprises to make use of social power of brands to promote consumers’ purchase, we can learn from the related research of brand social power and combine the theory of “evaluation-emotion-coping” to construct brand social power through brand attitude The theoretical model of the impact on purchase intention, research on the internalization mechanism of the impact of brand social power on consumers’ willingness to buy. The study found that the social power of brand positively affects consumers ’willingness to buy, and that all five forms of brand social power will have a positive impact on consumers’ willingness to buy; the social power of brand positively affects the attitude of consumer brand; the brand attitude affects brand social power and consumers The relationship between purchase intention has an intermediary role; brand familiarity has a regulatory effect on the relationship between brand social power and brand attitude. Specific to the marketing practice, we must attach importance to the formation of the attitude of the consumer brand in the process of brand building; market segmentation according to the social power of the brand, and then form a competitive advantage; to maintain brand consistency in the brand extension process.