联系我们

论文查询结果	返回搜索

论文编号：	13977
作者编号：	2120213341
上传时间：	2023/6/7 11:01:42
中文题目：	品牌IP的特征及其对消费者品牌依恋的影响机制研究
英文题目：	Research on the Characteristics of Brand IP and Its Influence Mechanism on Consumers'' Brand Attachment
指导老师：	许晖
中文关键字：	品牌依恋；品牌IP；消费者自我一致性；虚拟代言人
英文关键字：	Brand attachment; Brand IP; Consumer self-consistency; Virtual spokesperson
中文摘要：	随着中国经济的繁荣和互联网的发展，消费者的消费习惯发生了巨大变化，消费者对产品的功能价值的重视程度逐渐降低，品牌之间的竞争也从产品和服务的竞争转向对消费者心智的竞争。在此背景下，品牌IP（Intellectual Property）逐渐成为品牌和消费者产生接触和互动，进而构建与消费者精神交流和情感联结的重要手段，许多品牌均通过对品牌IP的成功塑造和运营，在品牌竞争中取得重要优势。因此，本研究以品牌依恋理论和消费者自我一致性等理论为基础，对品牌IP的特征进行总结，并对品牌IP影响消费者品牌依恋的机制进行探究。本研究以案例研究和实证研究结合的形式展开，首先通过案例研究从企业的角度总结归纳出品牌IP的特征，并结合相关理论构建模型，其次通过实证分析的方式从消费者视角对品牌IP影响消费者品牌依恋的机制进行探究。 在案例研究部分，本研究选取不同行业、不同品牌的三个各具特点且IP运作卓有成效的品牌IP作为案例分析对象。通过对品牌IP的模式和特征进行分析，结合品牌体验、虚拟代言人等理论，总结归纳出品牌IP两个维度下的6个特征，即感官体验性、情感体验性、品牌相关性、外表吸引力、社会互动性、多元拓展性，并由此确定了实证分析的自变量，并构建了品牌IP影响消费者品牌依恋的实证模型。在实证分析部分，本文通过问卷调研和实证分析进对模型进行验证，研究证实了品牌IP的该六个特征对消费者品牌依恋的正向影响关系；为了进一步解释品牌IP影响消费者品牌依恋的机制，本研究引入消费者自我一致性作为中介变量，结果表明，消费者自我一致性在感官体验性、情感体验性、外表吸引力、社会互动性四个特征对品牌依恋的影响中起到了中介作用。
英文摘要：	With the prosperity of China's economy and the development of the Internet, consumers' consumption habits have changed dramatically, and consumers' emphasis on the functional value of products has gradually decreased, and the competition between brands has shifted from the competition of products and services to the competition of consumers' minds. In this context, brand IP has gradually become an important means for brands to contact and interact with consumers, and then build emotional connection with consumers. Many brands have achieved important advantages in brand competition through the successful shaping and operation of brand IP. Therefore, based on the theory of brand attachment and consumer self-consistency, this study summarizes the characteristics of brand IP and explores the mechanism of brand IP affecting consumer brand attachment. This study is carried out in the form of a combination of case studies and empirical studies. Firstly, the characteristics of brand IP are summarized from the perspective of enterprises through case studies, and the model is built based on relevant theories. Secondly, the mechanism of brand IP affecting consumer brand attachment is explored from the perspective of consumers through empirical analysis. In the case study part, this study selects three brand IP with distinct characteristics and effective IP operation from different industries and brands as the case analysis object. By analyzing the mode and characteristics of brand IP, combined with the theories of brand experience and virtual spokesperson, six characteristics of brand IP under two dimensions are summarized, namely, sensory experience, emotional experience, brand relevance, physical attractiveness, social interaction, and diversified expansion, and then the independent variables of empirical analysis are determined. An empirical model of the influence of brand IP on consumer brand attachment is constructed. In the empirical analysis part, this paper verifies the model through questionnaire survey and empirical analysis, and the research confirms that the six features of brand IP have a positive impact on consumer brand attachment. In order to further explain the mechanism of brand IP affecting consumer brand attachment, this study introduced consumer self-consistency as a mediating variable, and the results showed that consumer self-consistency played a mediating role in the influence of sensory experience, emotional experience, physical attractiveness and social interaction on brand attachment.
查看全文：	预览  下载(下载需要进行登录)