研究表明,当品牌形象与内群体一致时或品牌形象与外群体不一致时,个体的自我一品牌联结较强。遗憾的是,以往的研究忽视了对参考群体特征的考察。基于群体的视角,通过两个实验,探索了群体地位和群体独特性的影响。研究结果表明,第一,对于内群体而言,群体地位和群体独特性,会加强群体关联性品牌和自我一品牌联结之间的正向关系。第二,对于外群体而言,群体地位和群体独特性的影响和作用方向恰恰相反。即群体地位会削弱品牌的群体关联性和自我一品牌联结之间的负向关系,但是群体独特性则会强化品牌的群体关联性和自我一品牌联结之间的负向关系。 Research shows that when the brand image is consistent with the inner group or the brand image is inconsistent with the outer group, the individual’s self-brand connection is stronger. Unfortunately, previous studies neglected to examine the characteristics of reference groups. Based on the group’s perspective, through two experiments, it explores the influence of group status and group uniqueness. The results show that, firstly, for the inner groups, the status of the groups and the uniqueness of the groups will strengthen the positive relationship between the groups’ associated brands and the self-brand links. Second, for external groups, the status and role of group status and group uniqueness have opposite directions. In other words, the group status weakens the negative relationship between the group’s brand relevance and the self-brand relationship, but the group uniqueness strengthens the negative relationship between the group’s brand relevance and self-brand association.