品牌个性认知与认同如何影响品牌关系型态.pdfVIP

品牌个性认知与认同如何影响品牌关系型态 摘要：本文以 327 名大学生和研究生为样本，运用结构方程模型分析方法研究了品牌个性认知度和认 同度对工具型、情感型品牌关系的影响。结果发现：品牌个性认同度会正向影响品牌个性认知度；品牌个 性认同度不会直接正向影响情感型品牌关系，而是通过品牌个性认知度这一中介变量来影响的；品牌个性 认知度正向影响情感型品牌关系，而与工具型品牌关系无关；品牌个性认同度也与工具型品牌关系无关； 工具型品牌关系与情感型品牌关系可能可以并存，但前者不会转化为后者。 关键词：品牌个性；品牌关系型态；个性认知度；个性认同度 How Brand Personality Cognition and Identity Influence Brand Relationship Types Abstract: This study is aimed to explore how brand personality cognition and identity influence instrumental and emotional brand relationships. Among it, the research method of Structural Equation Model is adopted with the samples of 327 undergraduates and postgraduates. Many useful empirical research findings are concluded, which are: brand personality identity has positive influences on brand personality cognition significantly; brand personality identity has indirect positive influences on emotional brand relationships through the medium variable of brand personality cognition; brand personality cognition has positive influences on emotional brand relationships, but not on instrumental ones; brand personality identity has no influences on instrumental brand relationships; instrumental and emotional brand relationships may coexist possibly, however the former one isn’t transformed into the latter one. Key Words: brand personality; brand relationship types; personality cognition; personality identity 一、引言 继品牌资产之后，近 10 年来，品牌个性与品牌关系成为西方品牌理论研究的热点（卢 泰宏、周志民，2003 ）。品牌个性是品牌具有的人格特质的组合（J. Aaker, 1997 ），而品牌关 系是具有某种个性特质的品牌与消费者之间形成的互动关系（Fournier, 1998 ），二者均采用 类比法将品牌比拟成人，从而开辟了品牌理论研究的新思路。 由于关系资产的重要性，D. Aaker （1998）、Keller （2003 ）、Kapferer （1997）等权威学 者都在理论模型中提出品牌关系应当成为品牌建设的目标。接下来一个值得研究的重要问题 是：究竟哪些因素影响了品牌关系的形成？学术界对此作了探讨（e.g., Escalas and Bettman, 2003 ），普遍的观点是认为品牌个性是品牌关系的基础（Blackston, 1992; F