摘要
选取黑龙江省的老字号代表性品牌,深入探讨符号互动对品牌亲和力的影响,并分析品牌健康度在其中的调节作用及其边界条件。研究发现,品牌健康度在符号互动与品牌亲和力的关系中起到了显著的调节作用:当品牌健康度较高时,符号互动对品牌亲和力的正向影响更为显著;当品牌健康度较低时,这种影响则减弱。同时,消费者情感共鸣在此过程中部分中介了符号互动对品牌亲和力的影响。揭示品牌健康度在符号互动与品牌亲和力之间的作用机制,拓展了品牌健康度的应用视角,为企业提升品牌传播策略与品牌亲和力提供了实践启示。
The representative brands of time-honored brands in Heilongjiang province are selected to deeply explore the influence of symbolic interaction on brand affinity,and analyze the regulatory role of brand health and its boundary conditions.The findings indicate that brand health significantly moderates the relationship between symbolic interaction and brand affinity:When brand health is high,the positive impact of symbolic interaction on brand affinity is more pronounced;Conversely,when brand health is low,this effect diminishes.Additionally,consumer emotional resonance partially mediates the effect of symbolic interaction on brand affinity.This study reveals the mechanism of brand health in the relationship between symbolic interaction and brand affinity,expands the application perspective of brand health,and provides practical insights for enterprises to enhance brand communication strategies and brand affinity.
作者
张福银
ZHANG Fuyin(School of Literature and Journalism,Sichuan University,Chengdu Sichuan 610207,China;School of Literature and Media,Suihua University,Suihua Heilongjiang 152061,China)
出处
《技术经济与管理研究》
北大核心
2025年第6期90-96,共7页
Journal of Technical Economics & Management
基金
黑龙江省哲学社会科学研究规划项目“黑龙江‘老字号’品牌塑造与宣传策略研究”(23XWC203)。
关键词
品牌符号
符号互动
品牌亲和力
品牌健康度
情感共鸣
品牌传播策略
Brand symbol
Symbolic interaction
Brand affinity
Brand health
Emotional resonance
Brand communication strategy
