摘要
基于参照群体影响理论,本次研究目标是考察3类参照群体影响下,消费者形成自我-品牌联系的差异。研究表明:消费者对公开消费奢侈品牌和私下消费奢侈品牌的自我-品牌联系,在价值表达性影响下评价最高;对公开消费大众品牌的自我-品牌联系,在功利性影响下评价最高;对私下消费大众品牌的自我-品牌联系,在信息性影响下评价最高。研究的管理意义在于帮助企业和市场营销人员利用参照群体影响效用制定合理的产品信息交流策略。
Based on Reference Group Influence Theory, this study tests the differences in reference group influence on self-brand connection between publicly and privately consumed products of luxury brand and mass-market brand. The study finds that value-expressive reference group influence has a strongest effect on self-brand connection for both publicly and privately consumed products of luxury brand; Utilitarian reference group influence has a strongest effect on self-brand connection for publicly consumed products of mass-market brand; And informational reference group influence has a strongest effect on self-brand connection for privately consumed products of mass-market brand.
出处
《商业经济与管理》
CSSCI
北大核心
2009年第9期73-80,共8页
Journal of Business Economics
基金
国家自然科学基金重点项目(70672022)
关键词
信息性影响
功利性影响
价值表达性影响
自我-品牌联系
informational reference group influence
utilitarian reference group influence
value-expressive reference group influence
self-brand connection
