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论文编号：	14740
作者编号：	2120223664
上传时间：	2024/6/7 14:36:25
中文题目：	品牌联合特征对于奢侈品品牌态度的影响机制研究
英文题目：	Research on the Characteristics of Brand Associations and Their Influence Mechanism on Luxury Brand Attitudes
指导老师：	许晖
中文关键字：	品牌联合特征；品牌联合效应；奢侈品感知价值；品牌态度
英文关键字：	Characteristics of brand association; Effects of brand association; Perceived luxury value; Brand attitudes
中文摘要：	在当下的消费市场上，90后和00后这一代“网络原住民”正迅速崭露头角，成为新兴的消费力量。与此同时，为了维持品牌的长期良性发展，避免与市场消费主力发展脱节，品牌在经营过程中需要积极与新一代年轻消费群体建立紧密的联系，做好品牌的顾客代际更迭和关系管理。在诸多与年轻群体对话互动的营销方式中，品牌联合凭借较低成本撬动市场大量曝光这一突出优势获得了越来越多品牌的青睐，已成为品牌与年轻群体互动交流的主要阵地之一。 然而，由于奢侈品品牌具有极为突出的排他性和稀缺性，在实施品牌联合的过程中更需要关注品牌联合溢出效应的作用方向与发生机制，避免品牌价值被稀释的风险，而目前现有研究中缺少对于奢侈品品牌联合现象的关注，研究视角集中在品牌联合主效应，对于联合溢出效应的研究偏少，且对于溢出效应的前因变量的讨论多集中于联合匹配性方面，缺乏对联合现象特征的综合析出。对此本研究将以奢侈品品牌参与的品牌联合为研究对象，基于信息整合理论、奢侈品感知价值理论及品牌联合效应相关研究成果，关注品牌联合特征对于奢侈品品牌态度的影响机制。 本研究综合案例分析和实证检验方法对研究问题展开探讨。在案例分析部分，本研究选择了近年来奢侈品品牌具有代表性的两个品牌联合案例进行共性和差异的对比分析及归纳梳理，从中归纳出奢侈品品牌参与的品牌联合在联合产品、合作品牌及匹配性三个维度下的6个特征，即产品感知创新性、产品感知稀缺性、合作品牌声誉、合作品牌兴奋感知、产品匹配性、品牌匹配性，并将这6个特征作为实证分析自变量进行量化讨论。在实证研究部分，本研究在品牌联合效应模型基础上扩展出奢侈品品牌联合效应模型，并通过实证分析证明了品牌联合特征会对奢侈品品牌态度产生正向影响关系，其中联合产品的创新性和稀缺性、合作品牌声誉会通过消费者对于奢侈品品牌的炫耀价值感知进而引起更积极的奢侈品品牌态度，而联合产品的创新性和稀缺性、合作品牌声誉和兴奋感知以及品牌匹配性会正向影响消费者对于品牌联合的态度进而引起奢侈品品牌态度的提升。
英文摘要：	In today's consumer market, the post-90s and post-00s generation of "network natives" is rapidly emerging as a new consumer force. At the same time, in order to maintain the long-term benign development of the brand and avoid disconnecting with the development of the main consumer market, the brand needs to actively establish close contact with the new generation of young consumers in the process of operation, and do a good job in the brand's customers' intergenerational turnover and relationship management. Among the many marketing methods for dialogue and interaction with young groups, brand association has gained more and more brands by virtue of its outstanding advantage of prying a large amount of exposure from the market at a relatively low cost, and has become one of the main positions for interaction and communication between brands and young groups. However, due to the exclusivity and scarcity of luxury brands, it is more necessary to pay attention to the direction and mechanism of brand joint spillover effect in the process of implementing brand association to avoid the risk of brand value dilution, but the existing research lacks attention to the phenomenon of luxury brand association, and the research perspective focuses on the main effect of brand association, and there is little research on the joint spillover effect and the discussion on the antecedent variables of the spillover effect mostly focuses on the joint matching, and lacks a comprehensive analysis of the characteristics of the association phenomenon. The discussion on the antecedent variables of the spillover effect mostly focuses on the joint matching and lacks a comprehensive analysis of the characteristics of the joint phenomenon. In this study, we will take the brand association of luxury brands as the research object, and pay attention to the influence mechanism of brand association characteristics on the attitude of luxury brands based on the information integration theory, the theory of perceived value of luxury goods and the research results of brand association effect. This study integrates case analysis and empirical testing methods to explore the research questions. In the case analysis section, this study selects two representative brand association cases of luxury brands in recent years for comparative analysis of commonalities and differences and inductive sorting, from which six characteristics of brand association involving luxury brands are summarised under the three dimensions of joint products, cooperative brands and matchability, namely, product perceived innovativeness, product perceived scarcity, co-brand reputation, co-brand perceived excitement, product matching, and brand matching, and these six characteristics are discussed quantitatively as the independent variables of empirical analyses. In the empirical research part, this study extends the luxury brand joint effect model on the basis of the brand joint effect model and proves through empirical analyses that the brand joint features will positively influence the luxury brand attitude, in which the joint product innovation and scarcity, and the co-brand reputation will induce a more positive luxury brand attitude through the consumer's perception of the luxury brand's ostentatious value, and the Joint product innovativeness and scarcity, co-brand reputation and excitement perception, and brand fit positively affect consumers' attitudes towards brand association, which in turn leads to an increase in luxury brand attitudes.
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