大学生自我概念一致性对品牌态度的影响.docVIP

摘 要 消费者在与品牌的接触过程中会不自觉地把品牌拟人化，会注意品牌所诠释的形象和定位与自己是否匹配，聚焦品牌给自己带来的回忆、情绪、感受等内在情感，这些情感会指引消费者的消费行为，从而在市场中对品牌做出选择。因此，品牌态度对于企业营销至关重要。企业如何才能通过提高消费者品牌态度从而占领消费者心智是众多企业需要解决的难题。 众多的学者都集中研究自我概念和品牌个性的共生概念，并且以此为基础考察其对购买意愿、品牌偏好、品牌忠诚的影响。笔者认为，消费者在品牌态度的评价过程中，更多的是受到自我概念的影响，他们从自我特征出发，比较品牌个性和自我概念，品牌态度受影响的程度一定程度上取决于自我概念一致性程度，两者是正相关的关系。 本文由六部分组成。首先阐述文章绪论，说明研究目的背景等，然后就自我概念、品牌个性及品牌态度概念及关系进行文献综述，接着提出模型和假设，第四部分包括选择量表，开发问卷。接着是是数据处理，数据处理运用的工具是SPSS统计分析软件，数据处理的内容有信度、效度和回归分析，根据分析结果判别假设，得出初步结论。最后总结研究结论，分析局限性和研究展望，同时提供一些企业营销意见。 本文分析大学生自我概念一致性对品牌态度的影响。研究结果显示，对于真实自我概念和理想自我概念这两个维度对品牌态度的影响，大学生低年级消费者真实自我概念一致性对品牌态度影响较大，而大学生高年级消费者理想自我概念一致性对品牌态度影响较大。 关键词：品牌态度；自我概念；品牌个性 Abstract Consumers in contacts with the brand will not consciously regard it as a person. They would match themselves with the brand image and positioning, focusing the memories, emotions and feelings that brands bring to them, which have influence on their consume behavior and brand choices. Therefore, brand attitude is essential for corporate marketing. How can companies increase consumer brand attitudes and occupy the minds of consumers is a problem that companies need to solve. Many scholars have focused on the relation of self-concept and brand personality and as a basis for its study on consumer decisions, brand preferences, the impact of brand loyalty. The author believes that the self-concept have a great influence on the brand attitude. They compare the brand personality and the self-concept. When the brand personality matches the consumers’ self-concept, the consumer will have good brand attitude. This essay consists of six parts. First, the article describes the introduction, description of the background and research purposes, and then review the literature on self-concept, brand personality ,brand attitudes and their relationships. Following is the propose models and assumptions.The fourth part includes scale, the development of the questionnaire and pre-survey . The fifth part deals with the data analysis . The e