摘要
品牌名字是品牌的第一要素,品牌命名在品牌要素选择中处于中心地位,是建立品牌资产的重要手段之一。从暗示性品牌名字的角度切入,借鉴国内外已有的研究成果,系统分析中国服务业领域中暗示性品牌名字对消费者品牌态度的影响。对来自某大学的170名MBA学生和186名普通学生参加的两个实验进行数据收集,然后进行方差分析。研究结果表明,在餐馆、宾馆和心理咨询服务中,品牌名字的暗示性与广告信息之间会产生交互作用,暗示性的品牌名字与广告信息越一致,越容易刺激消费者正面的情感,越能激发消费者正面的广告态度和品牌态度;在保险服务中,虽然暗示性品牌名字与广告信息的一致性可以带来消费者积极的广告和品牌态度,但是却不能激发消费者正面的情感状态。此外,感知风险是重要的中介变量。
Brand name is considered to be one of the major assets of a firm.A good brand name can enhance brand awareness and is considered as an important means to build brand equity.Synthesizing the literature,the main objective of this research is to systematically investigate whether the suggestive brand name can influence consumer advertising attitude in a Chinese service context.170 MBA students and 186 university students participated in the first and second experiments,The main data analysis method is ANCOVA.The results showed that there is a significant interaction effect between brand name suggestiveness and advertising verbal content in the scenarios such as restaurants,hotels,and psychology consultations.That is,the more consistency between suggestive brand name and advertisement content,the more positive emotional responses toward the information.and the more positive advertising and brand attitude.However,the consistency can only bring postive brand and advertising attidue in insurance services In addition,perceived risk is an important mediator.
出处
《管理科学》
CSSCI
北大核心
2011年第5期56-69,共14页
Journal of Management Science
基金
国家自然科学基金(70772007
71002006)
教育部人文社会科学研究青年基金(09YJC630034)
对外经济贸易大学教师学术创新团队~~
关键词
暗示性的品牌名字
感知风险
品牌态度
广告态度
情感
suggestive brand name
perceived risk
brand attitude
advertising attitude
emotional responses
