价值层面品牌知识对品牌选择的作用及其个体异质性.pdf

价值层面品牌知识对品牌选择的作用及其个体异质性 摘 要 作为品牌资产的来源，价值层面的品牌知识在消费者记忆中更有评价性、持久性，并且与消费 者在购买中最终追寻的个人意义更相关。同时，较之作为替代变量的态度或意向，品牌选择对营销者更直 观、更具实际意义，并且是联系消费者心智中的品牌知识与企业在产品市场中业绩的必要节点。尽管如此， 探讨价值层面品牌知识对品牌选择作用的研究在现有文献中仍是空白。借助 MNP 模型，我们的实证研究 弥补了这一差距，并且发现功能性、象征性价值对品牌选择有显著影响。通过多层 MNL 模型，我们检验 了这种影响在性别、专业之间的个体异质性。 关键词 功能性价值，象征性价值，品牌选择，MNP 模型，多层MNL 模型 The Impact of Brand Knowledge at Value Level on Brand Choice and Its Individual Heterogeneity Abstract As the source of brand equity, brand knowledge at value level is more evaluative and durable information in consumers’ memory, at is more relevant to the personal meaning ultimately pursued by consumers in their purchase. Meanwhile, brand choice is more manifest and of practical value to marketers in comparison to attitude or intention as surrogate constructs, and functions as the necessary node linking brand knowledge in consumer mindset and corporate performance in product market. Given these insights, research investigating the impact of brand knowledge at value level on brand choice is vacant in existing literature. An empirical study was carried out to bridge this gap with MNP model and got significant support concerning the influence of functional and symbolic value over brand choice. The individual heterogeneity of this influence across genders and majors was tested facilitated by hierarchical MNL model. Keywords functional value, symbolic value, brand choice, MNP model, hierarchical MNL model 0 引言 一个企业最有价值的财产之一就是企业长期投资并建设的品牌。现代营销的一个鲜明特 征，就是聚焦于差异化品牌的创造(Aaker, 1991) 。自从上世纪九十年代“品牌资产”这一概 念提出并被广泛接受，大量文献基于品牌资产的概念研究了与品牌相关的现象和问题。这些 数量上稳步增长的文献，包含了多种关于品牌资产维度、品牌资产影响因素、研究品牌资产 的视角、以及测量品牌资产的方法等方面常常存在分歧的观点。但是，对于品牌资产这个概 念的一般性定义，研究者们却达成了共识。品牌资产被定义为，较之没有品牌的产品所获得 的营销效果和产出，某品牌的产品所产生的营销效果和产出(Aaker, 1991; Dubin,