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针对当前品牌体验活动中所存在的同质化问题,本研究首次将音乐情感特征与品牌个性的一致性纳入到品牌体验的研究中,拓展了新市场竞争环境下品牌体验研究的内容。通过建立研究模型和理论假设,本文以“佳能”与“苹果”为研究对象,就消费者的音乐情感特征和品牌个性的一致性对品牌体验的影响开展实验研究。本研究结论表明:(1)音乐情感体验与品牌个性的一致性程度越高,对品牌体验的正向影响越大;(2)相对于功能性品牌,这种正向影响对于代表性品牌来说显著。本研究结果对于企业品牌管理工作有重要的实践指导意义。
In view of the homogeneity existing in current brand experience activities, this study, for the first time, incorporates the consistency of musical emotion features and brand personality into the study of brand experience and expands the content of brand experience research in the new market competition environment. Through the establishment of research models and theoretical assumptions, this paper takes “Canon” and “Apple” as research objects, and conducts experimental research on the influence of consumer’s musical emotion characteristics and brand personality consistency on brand experience. The conclusions of this study show that: (1) the higher the degree of consistency between musical emotion experience and brand personality, the greater the positive impact on brand experience; (2) The positive effect on brand performance relative to the functional brand Said significantly. The results of this study have important practical guiding significance for enterprise brand management.